Vodafone Hutchison Australia is teaming up with Fairfax Media and music streaming provider Spotify as it seeks to boost subscriber numbers, The Australian Financial Review has reported.Vodafone last week announced it will partner with Spotify, stating the move is designed to broaden its appeal beyond smartphone plans to deliver “unique offerings”, utilising its 4G network.
Spotify will be available to Vodafone’s prepaid and postpaid customers, with the details set to be announced in the coming weeks.
Now the AFR has reported it is understood Vodafone will give its new high-end customers free or discounted access to either Spotify or subscriptions to The Sydney Morning Herald or The Age.
The move is designed to rehabilitate Vodafone’s reputation via partnerships with premium brands, and is part of a push to increase subscriber levels and repair the company’s brand reputation after network problems in 2010 drove customers away, the AFR reported.
Vodafone’s active customer base has declined through the first half of 2014, for the six months ending 30 June, 2014, falling 137,000 to 5.2 million.
This followed a customer base decline of 1,231,000 to over 5.3 million in the 12 months ended 31 December, 2013.
general manager of postpaid Stephen Smyth told the AFR Vodafone is looking to boost its standing through deals with Spotify and other partners.
“We want to be a high-value premium player and this is the kind of thing that helps us be relevant,” Smyth stated.
Smyth further told the AFR it is about working with leaders in industries and partnering on topics most relevant to customers, with Vodafone “hoping to seal and announce future partnerships in those areas in the coming months”.