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Vodafone Italy has rethought its prepaid strategy to move away from “cheap and cheerful” voice-focused tariffs to a data-focused mobile broadband offering.


  • By changing its pricing strategy, Vodafone Italy has made improvements on its prepaid KPIs. Therefore, it can give valuable insights to other operators looking to invigorate their prepaid strategy.

Features and Benefits

  • Reveals where Vodafone Italy has seen improvements in prepaid KPIs.
  • Analyzes how Vodafone Italy has re-focused its prepaid strategy around data.

Key questions answered

  • How can operators improve on prepaid KPIs?
  • What are the key components of a prepaid data-focused strategy?

Table of contents


  • In brief
  • Ovum view


  • Recommendations for Vodafone Italy
  • Recommendations for other providers

Improving on prepaid KPIs through data and tariff flexibility

  • Setting the business context
  • Bringing the strategy to life
  • Outcome assessment


  • Further reading
  • Author

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