The strategy was bold, brilliant, and wildly successful. For over 20 years, Vo-dafone, a British wireless firm, has forged ahead with a potent two-pronged attack: "go global" (for economies of scale) and "mobile-only" (to focus on the fast-growing wireless segment rather than fiddle with copper wires). It made Vodafone the world's largest wireless firm by revenue, with over 170m customers in more than 25 countries. But the strategy is unravelling-and Vodafone is feeling the pain.
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