The Vodafone Group is said to be offering 4G roaming services to British customers who travel to Spain, Italy and Portugal, after beginning the roaming services last year in Greece, after which it expanded the service rapidly to various other European countries, Zacks.com has reported, pointing out that 4G is rapidly gaining ground globally thanks to demand for high-speed wireless data services and mobile video. The unprecedented growth of smartphones has only helped fuel the demand.

In addition, Vodafone is focusing on smartphone penetration, since it represents nearly 80 percent of all sales and covers more than 62 percent of its customer base. It is also doing well with its new pricing plan – Vodafone Red -- which has unlimited voice and SMS, increased roaming services, shared plans, early upgrades, and cloud and other value added services. Vodafone Red expanded into 14 European markets with 9.8 million customers, its largest multinational marketing campaign, Vodafone 2015. The company wants to reach 11–12 million Vodafone Red customers by using opportunities in emerging markets.