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  • Vodafone Red Hot allows customers the freedom to switch their phones regularly
  • Vodafone Red Hot allows customers the freedom to switch their phones regularly
    FreshFiber, Creative Commons (2012) ©
CASE STUDY

How Vodafone removed the hassle of ownership

In a world of constant upgrading, ownership can feel outmoded – an insight mobile phone network Vodafone harnessed with its new rental plan Red Hot.

Location United Kingdom

Scope
In a world typified by fast technological change, constant upgrading and the need for a more flexible approach to resources, ownership isn’t the most useful concept. Instead, renting is proving to be a boon, particularly for those keen to have the latest stuff without paying the latest prices. From housing to cars, clothing to music – even the most dearly held goods are becoming part of a bigger, more impermanent, subscription economy.

A new initiative from UK mobile network provider Vodafone turns smartphone ownership into a rental business, simplifying an already existing behaviour – the process of exchanging ...

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