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3G Third Gen

3G (third generation) technology attracted the attention of mobile phone operators, who spent $130 billion in Europe to acquire 3G spectrum licenses in 2000. 3G became popular as it offered operators cost effectiveness in providing services for users. Vodafone joined the race to launch 3G technology by focusing on providing content services to users. The company launched a £15 million advertising campaign to promote its content services and to boost subscription rates. But with several other mobile phone operators also following a similar strategy, analysts are sceptical about the company’s ability to recover the investment made on the spectrum license and on the promotion of 3G.

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