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Summary:

The selling strength of Apple’s iPhone appears not to be waning very much at all with the passage of time, if the Vodafone UK launch of the device is any indication. The newest iPhone provider in the UK, which joins recent entrant Orange and original exclusive […]

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The selling strength of Apple’s iPhone appears not to be waning very much at all with the passage of time, if the Vodafone UK launch of the device is any indication. The newest iPhone provider in the UK, which joins recent entrant Orange and original exclusive carrier O2, sold a reported 50,000 handsets when it officially started selling the iPhone on Jan. 14.

It’s an impressive number for a launch this late, when the iPhone 3GS has already been on the market for six months. Even more impressive is the fact that it beat Orange’s launch day total of 30,000 by a wide, 20,000-handset margin, only two months after that company’s introduction of the device.

The massive sales day comes despite the fact that Vodafone doesn’t really offer any significant pricing advantages over either Orange or O2. In fact, pricing and terms on all three carriers are scarcely indistinguishable. And Vodafone’s subscriber base is only the third largest in the UK, following the merger of T-Mobile and Orange. The number disparity would make more sense proportionally if Vodafone already had more market share than did Orange.

It could just be that Vodafone was more flexible with early contract upgrades and other incentive programs for its existing subscribers, but I think what we’re seeing has more to do with the growing outward appearance of freedom of customer choice. Feeling corralled into making a carrier decision based on available hardware is not a pleasant thing, speaking from experience. I would much rather choose my provider based on the testimonials of people I know who’ve actually lived with and used the service.

If I was still in the market for a handset, now that the iPhone is available on all major carriers here in Canada, I would’ve gladly waited until it became officially available on all networks before making a final decision. As it is, I bought my iPhone back when only one provider offered it, and the other two didn’t even have the network capability to support it. The 50,000 figure, then, has more to do with many more people making up their minds now that all the cards are on the table than any significant advantage offered by Vodafone over other carriers.

This strong launch is yet another reason Apple should really considering following Google’s Nexus One strategy and reconfiguring its sales strategy of the iPhone towards more openness. More choice is better for business, and with a device as popular as the iPhone, there’s little carriers can do to prevent Apple from selling its device in whatever way it chooses.

Related GigaOM Pro Research: Why AT&T Should Be Ready for an iPhone Slowdown

  1. Be interesting to see how many iPhones Tesco shift, when they get up to speed on it. I’m betting quite a few.

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  2. Apparently Apple intended first to change the whole carrier business by introducing unlimited data plans, visual voice mails and all the other things new to the AT&T customers. Now when iPhone entered to markets outside the US, more effort has been put on the iTunes and App Store ecosystem. For the US market it still seems to be a good thing that Apple has a saying on what service is provided: while Verizon announced caps and raised fees on their data plans, just two days before AT&T announced they will start installing additional data nodes on their cell towers to increase capacity.

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  3. British carriers all have their own strengths. Traditionally O2 and Vodafone have the best rural coverage (O2′s infrastructure was BT’s don’t forget). In some areas (like near my home) Vodafone is simply the only choice. A lot of people have been waiting for Vodafone to carry the iPhone. Even more people (mostly outside the cities and those that travel a lot) know that Orange just doesn’t give them the coverage. Nope, I’m not getting an iPhone because IMHO there are better devices for me and in the UK, we have choice…

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  4. I wouldn’t say that there is hardly any difference between the providers… Neither Orange nor o2 offer unlimted texts, Vodafone do!

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  5. If you look at the cheapest contracts Vodafone I think offers the best value for money, and I can see that being the contract most people bought it on.

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  6. [...] hört man immer wieder, dass viele den Wechsel nur für das iPhone nicht in Betracht ziehen.[via The Apple Blog] [...]

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  7. Good for Vodafone. People want choice. iPhone is now on the map in the UK.

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  8. Vodafone verkauft am ersten Tag 50.000 iPhones…

    Auch in England wurde das iPhone, wie auch in Deutschland, exklusiv vermarktet. Anstelle von T-Mobile war es in England exklusiv an O2 gebunden. Später drängte noch der Anbieter Orange in den Markt. Damit ist Vodafone in England der dritte Anbieter. Na…

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  9. This is yet another devastating reflection on Nexus One sales in the US. The UK is in dire economic straits. Opening sales at this level for a new supplier is evidence of the global demand for the iPhone. At this rate I doubt Google would sell the N1 in volume in the UK or Europe.

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  10. DIT says ARIYOR, DIT says DOOR OPEN CAR is the …
    A software company for mobile phones and the iPhone brand developed a program, open their car door closes, run the tool, adjust the air conditioning and alarm circuit is put …

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  11. Wow!!!

    It’s so nice.
    I like it.

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  12. [...] And more recently, a third major carrier, Vodafone, also started selling the iPhone and reported even higher opening day [...]

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  13. [...] And more recently, a third major carrier, Vodafone, also started selling the iPhone and reported even higher opening day [...]

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