The business provides mobile and fixed services to over 330 million customers in 15 countries, partnering with mobile networks in 45 more, and has one of the world’s largest IoT platforms. In Africa, Vodafone’s financial technology businesses serve almost 79 million customers across seven countries – managing more transactions than any other provider.
Vodafone’s purpose is to connect for a better future by using technology to improve lives, businesses and help progress inclusive sustainable societies. It is committed to reducing its environmental impact to reach net zero emissions by 2040.
Within the broader Vodafone group, Vodafone UK is on a mission to create a digital society powered by superfast connectivity, leading technology and customer-driven solutions. The company has set its sights on uniting people, communities and businesses in a way that unlocks the UK’s potential and protects the planet in the process.
But these progressive and innovative ambitions are not new at Vodafone.
In fact, the company has a rich four-decade heritage of transforming the telecommunications industry.
Here to tell us more about the innovation strategy, technologies and trends propelling the company forward today is Elliott Seller, Head of Connected Home, Innovation & Product Partnerships (CHIP) at Vodafone UK.
“I lead the CHIP team at Vodafone UK, which stands for Connected Home, Innovation, and Partnerships,” begins Elliott. “Our remit is broad, and I love it because we have breadth and depth covering hardware and software in the WiFi/Home Broadband/Customer Premises Equipment (CPE) domain, physical and digital security, emerging technologies, entertainment products, product quality & reliability, product operations, and partnerships. We contribute to the end-to-end product lifecycle, from concept to delivery, in-life management, and sunsetting products.
“From a macro view, our core focus is Vodafone UK, and we work closely alongside Vodafone Group. We are part of the Device Operations, Products, and Services organisation, affectionately known as DOPS. We are an innovative, collaborative, customer-focused team striving to make Vodafone the number one company for customer experience and their number one choice for connectivity.”
Zooming out from the extensive domains Elliott and his team work in, he explains how defining innovation and what it means for Vodafone UK is imperative for understanding the company’s efforts to advance the telecommunications industry.
“I joined Vodafone in 2021 and it’s a privilege to lead product innovation for Vodafone consumers because this is a business that literally has innovation in its DNA,” celebrates Elliott. “We made Britain’s first ever mobile phone call on January 1, 1985, using a Vodafone Transportable handset. The world’s first SMS text message was sent via our network in 1992. In 2001, we made the first 3G phone call in the UK and in 2020, we launched Britain’s first commercial standalone 5G network with Coventry University, enabling real-time tours of the human body using VR and AR.
“I think innovation thrives in a culture where everyone feels safe to share and explore ideas. At Vodafone, our CEO Max Taylor has set a mission to make our company the #1 Best Place to work, and we’re on track because we all believe in our objectives. This mission fosters innovation because, in my experience, when everyone aligns with a common goal and feels empowered, creativity flows naturally.
“From my perspective, innovation isn’t just a title, nor should it be siloed: it’s for everyone. But when it is in your job title, you have an obligation to facilitate, encourage and spearhead new thinking throughout an organisation. When I joined Vodafone, I knew that ‘forced innovation’ or sharing superficial presentations without a clear path to deliver wasn’t the way to go.”
So how do Elliott and his team embark upon the journey of innovation with a clear path before them? According to Elliott, success hinges on launching the process properly.
“When it comes to innovation in practice, we always start with a discovery process and framework to identify, analyse and understand the problem that needs solving,” says Elliott. “It’s crucial to get this right before we assess potential solutions.
“Throughout my career, I have seen so many instances where people have cracking ideas, jump straight into a solution and then run into significant issues. Sure, challenges are part and parcel of the job, but a well-thought-through discovery process enables you to fail with pride and recover faster.
“My immediate team includes product managers, analysts and specialists with commercial, mechanical and electronic engineering expertise and experience. We collaborate across the business with areas such as our brilliant marketing, brand, commercial, service design, and finance teams, alongside our Vodafone Group colleagues. This diverse expertise also allows us to prototype and see what is technologically feasible even before ‘pitching’ ideas internally. Our close ties with VPC (Vodafone Procurement Company) and direct relationships with multiple vendors and partners help us understand what we can deliver at scale.”
“Selecting the right partners is also crucial for innovation. At Vodafone, we aim to provide tailored products and services, which naturally enhance customer experience. Even if we don’t design and build from scratch, we rarely procure a finished product without customising it. Our partnership with Sercomm exemplifies this – they take the time to understand our objectives and requirements to fulfil our customer promises, then they leverage their global expertise to make our products smarter and more efficient. For instance, their expertise in RDK-based platforms has enabled us to offer seamless, reliable, and tailored customer experiences.
“Bringing a new product to market, especially hardware, is a complex and high-stakes process. Attitude and collaboration are key. Vodafone values people and fosters a positive work environment, so it’s essential our partners share this ethos. These factors combined mean Sercomm has been instrumental in delivering broadband solutions that excel in performance, security and sustainability.”
Citing a recent example of a highly successful innovation project to emerge from this process, Elliott draws attention to Vodafone UK’s industry-first advanced battery backup product for customers’ routers.
“The government’s ambitious plan to upgrade the UK’s connectivity and broadband infrastructures is fantastic, but the shift from the copper-based PSTN (Public Switched Telephone Network) to fibre means during power outages, customer routers and ONTs (Optical network terminal) need a backup supply,” says Elliott. “We found no practical solution on the market that could keep a router powered for more than 90 minutes, so we invented and patented a compact, advanced battery backup unit that can simultaneously keep a router and ONT powered for between 4-7 hours (depending on the power consumption of the router). It’s super simple to set up and full of unique features such as an emergency mode, fast charging, an accurate Remaining Time Display and a handy USB C charging port.
“We have also established a full lifecycle plan which enables us to recycle the product in the UK. We developed this with our exclusive partner and vendor, Wire Technologies, who have plans to expand their manufacturing based onshore in the Cotswolds with a focus to hire and re-train military veterans for their resettlement career plan. The design, specifications and development have been purely customer first and focussed, which I believe has led to this being the best in the market in terms of features and safety. The other wonderful thing about this product is that we recognise the customer need for this solution is far greater than only Vodafone customers, so we have white-labelled it and we are wholesaling this product for all Internet Service Providers (ISPs) in the UK and across the globe.”
As Elliott elaborates, products like the advanced battery backup unit encapsulate how Vodafone UK responds to broader trends as an agile business with its customers at the front and centre of its strategies – whether these developments arise from advancements in the telco industry, policy changes or evolving consumer trends.
In particular, developments in the emerging world of wifi technology are a top priority for the company, explains Elliott.
“I think the evolution of wifi technology is fascinating, with wifi 6, 6E, 7 already here, and even wifi 8 being explored,” says Elliott. “We can talk ‘chip-sets, ‘schematics,’ ‘configurations’ and geek out all day. But at the end of the day, it’s really about the end user.
“Customers want faster speeds, greater reliability, and optimal coverage throughout their homes, all while managing an increasing number of smart devices. The notion of a Smart Home is now. The average UK household has around 18 connected devices, this will increase significantly over the next two years. Customers will soon realise they need the appropriate router and home network set up to support this, and I am super proud of our product portfolio because we genuinely have the perfect router solution to suit everyone’s needs.
“In terms of speed, welcome to the gigabit+ era. Full fibre speeds are awesome and will continue to improve. We already offer our customers 1.6Gbps, 1.8Gbps and 2.2Gbps, and I have seen results that show our Ultra Hub router in the PROII plan producing remarkable speeds via multiple devices. In fact, the Ultra Hub can connect more than 150 devices simultaneously! In my opinion, this router is currently the most capable and best value consumer router on the market.
“Reliability is crucial for us as we strive to become the number one company for customer experience (CX). Our WiFi Xperts team, I call them the ‘connectivity gurus,’ proactively assesses Wi-Fi quality and support customers if there’s ever a problem. Our partner Airties helps us turn Wi-Fi data into useful information with their Managed Wi-Fi services, including advanced network monitoring, optimisation, and device management. Airties’ Edge and Cloud services ensure seamless connectivity across all customer devices.
“Airties plays a central role in improving Vodafone UK’s customer experience by optimising home Wi-Fi, resulting in fewer Wi-Fi-related issues, fewer support calls, increased satisfaction, and enhanced customer loyalty. Their Proactive Wi-Fi Experience Index (WFEI) Monitoring allows us to proactively monitor customer wifi performance and make recommendations based on real-time network conditions. This has a significant impact, as higher WFEI scores correlate with improved Net Promoter Score (NPS), product experience, customer satisfaction score (C-SAT), and ultimately happy customers. Airties’ AI-driven tools continuously improve WFEI scores, ensuring stable connectivity, reducing disruptions and avoiding dreaded wifi dropouts.
“When it comes to coverage, our bespoke WiFi extenders ensure optimal coverage for any home. Identifying all devices connected to the network is crucial for providing the best service possible.
Blazing a trail the latest technologies enabling connectivity is of course paramount at Vodafone UK, but as Elliott highlights the company recognises its influential position and corporate responsibility to protect the safety, security and privacy of its customers – and their families. Here, Elliott emphasises how Vodafone UK is actively engaged in protecting and educating children when using their mobile phones as an example.
“Protecting and educating children using their mobile phones is a complex issue, but I believe it starts with guidance and education,” insists Elliott. I have seen statistics that show:
- 40% of 8-17-year-olds have given a fake age to access new sites or apps
- 51% of children under 13 use social media.
- 27% of 3-4-year-olds in the UK have their own mobile phones.
Source: Childrens Media literacy report 2024
“In short, the train has left the station when it comes to young people’s online access.
“For me, the key now is promoting responsible use, which I believe should be part of the school curriculum. A smartphone is an incredibly powerful tool that can enhance knowledge, productivity, and opportunity if used correctly. It’s essential to guide younger generations on how to stay safe and use their phones responsibly.
“This responsibility must be shared among parents, guardians, teachers, social media companies, search engines, and telcos. At Vodafone UK, we recognise our role in helping families navigate the digital world. For over twelve years, we’ve provided tools and guidance to parents, teachers and guardians to have important conversations with children about online safety.
“We offer services like Secure Net and cybersecurity tools, and our Digital Parenting Hub (Digital Parenting – Vodafone UK News Centre) provides blogs, articles, parental guidance, and free e-books. We’re also proud to partner with NSPCC, offering their Trust toolkit to support families. However, we can’t do it alone: we need the entire online industry, including competitors, regulators, device manufacturers, app developers, platform owners, and the government, to play their part.”
To learn more about Vodafone UK and the company’s latest innovations, visit vodafone.co.uk.
ADDED VALUE
Elliott recommends
“I have been listening to a lot of podcasts recently – I’m a naturally curious person so always craving more brain food,” shares Elliott. “Recently I stumbled upon the ‘Theories of Everything with Curt Jaimungal,’ a podcast which explores theoretical physics, consciousness and AI. Curt has some great guests and he really explores everything in such depth – it’s a fascinating listen!
“I have also just finished re-reading a novella called The Machine Stops by E. M. Forster, which was published in 1909. Without giving too much away the story is set in a future where humanity lives underground and relies on a giant machine to provide for all its needs. Forster had incredible vision, and it’s uncanny how many elements of this book came to fruition in the real world.”
Looking ahead
“I have started getting invites for CES which is always exciting,” says Elliott. “But it’s also Vodafone’s 40th birthday, so I am looking forward to the various internal celebrations to come!
Connect with Elliott.
Newsletter Sign Up
