Vodafone 2008 Annual Report Download - page 33

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Strategic KPIs
Year ended 31 March
KPI Purpose of KPI 2008 2007 2006
Group “Innovate and deliver on our customers’ total communications needs”
Total communications revenue Measures the Group’s growth in total communications £4,565m £3,310m See note 3
revenue, a key driver in the growth of the business for the future.
Also used in determining management’s remuneration.
Total communications revenue Measures progress against the Group’s target to increase total 12.9% 10.6% See note 3
as a percentage of Group revenue communications revenue to 20% of total Group revenue by
the 2010 financial year.
Data revenue and related Data revenue growth is expected to be a key driver of £2,180m £1,428m £1,098m
organic growth(2) the future growth of the business. 40.6% 30.7% 51.8%
Europe “Revenue stimulation and cost reduction in Europe”
Revenue and related Revenue and revenue growth is an indicator of the £26,081m £24,592m £24,733m
organic growth(2) success of the revenue stimulation strategy. 2.0% 1.4% 5.6%
Adjusted operating profit Measure of profitability and also used to track success £6,206m £6,159m £6,425m
and related organic growth(2) in stimulating revenue and reducing costs. (1.5)% (3.7)% 5.2%
Operating expenses as a Measure of how operating expenses are being controlled 23.4% 23.8% 22.8%
percentage of service revenue and is an indicator of the success of the cost reduction
measures within the Europe region.
Voice usage (millions of minutes) Voice usage is an important driver of revenue growth 182,613 156,546 135,933
especially in light of continuing price reductions due
to the competitive and regulatory environment.
Mobile capital intensity(4) Measures the Group’s performance against its target 9.9% 11.8% 12.4%
to reduce European mobile capital expenditure to
revenue ratio to 10% for the 2008 financial year.
EMAPA “Deliver strong growth in emerging markets”
Revenue and related Revenue growth is an indicator of the success of the £9,345m £6,441m £4,554m
organic growth(2) strategy to deliver growth in emerging markets. 14.5% 21.1% 19.4%
Adjusted operating profit and Measure of profitability and also used to ensure £3,729m £3,244m £2,763m
related organic growth(2) EMAPA is delivering strong profitable growth. 20.9% 27.4% 16.0%
Operating expenses as a Measure of how operating expenses are being 25.9% 24.7% 25.1%
percentage of service revenue controlled in an environment of strong growth.
Mobile customers and The number of closing mobile customers in the customer 119.1m 61.9m 39.8m
related organic growth base and the related growth is an indicator of the success 21.2% 26.7% 38.3%
of the strategy to deliver growth in emerging markets.
Vodafone Group Plc Annual Report 2008 31