40-year journey from brick phones to digital devices

From brick phones to digital devices at a cement plant: Vodafone Business’s 40-Year Journey

By Marika Auramo, CEO of Vodafone Business.

The first ever UK mobile phone call was made in 1985 over Vodafone’s network. This milestone marks four decades of technological evolution and many seismic shifts in how we connect, work, and protect ourselves online.

First business customer

Our first business customer – a property expert armed with a Vodafone VM1 brick phone – saw the potential of the mobile phone in an era when most businesses were office bound by hard-wired fax machines and desk phones. He could view properties and keep in touch on the move, it was transformational. Today, Vodafone Business is helping 4.7 million companies and their employees with their own transformations through the adoption of digital products, services and platforms.

For example, we have recently installed a 5G standalone mobile private network (5G SA MPN) in the oldest cement plant in the world. This ultra-modern network allows leading cement manufacturer CIMPOR’s engineers to use augmented reality (AR) glasses running SAP software to predict equipment maintenance needs, and it also drives other applications to save time, cut costs, and improve worker safety.

75% of businesses adopting digital services

Just like 40 years ago, Vodafone Business is uniquely positioned to help customers increase their adoption of new technologies, including cloud computing, software-based connectivity, AI, security and many other services. More than 75% of companies surveyed for the Forum’s most recent ‘Future of Jobs Report’ are looking to adopt these new ways of working.

We want our customers to feel the same big difference as our first customer did. And while connectivity is the foundation of what we do, it now incorporates new, transformational digital services, security and protection.

The 1980s were a world apart from 2025. Back then, digital infrastructure was limited, and cybersecurity was an unfamiliar term. Networks were mostly localised, and the biggest threat to your data might have been someone physically accessing your computer. The digital age was growing, its potential largely untapped and protecting a business required only a few products, such as off-the-shelf anti-virus CD-ROMs.

Today’s vast digital ecosystem

Fast forward to today, and our lives are intertwined with a vast digital ecosystem. There is no disputing the improvement it is bringing to the lives of billions of people (and machines), whether it’s freeing up employees from mundane tasks to focus on innovation through Generative AI, providing online financial services for unbanked customers, or allowing vehicles to communicate with each other in an emergency. But as more devices now communicate across networks, the number of endpoints exposed to vulnerabilities has rocketed. A flaw in one laptop anywhere in the world can now compromise a company’s entire network.

The rise of cyber threats underscores a stark reality: in today’s hyper-digital world, cybersecurity is a necessity. Approximately four in 10 businesses in the EU have experienced a cyber-attack in the last year, according to reports, and the average cost per attack is an estimated €10,000.

For many organisations, particularly small and medium-sized enterprises (SMEs), the challenge is significant. Digital services are vital for SMEs, driving growth, enhancing customer experiences, and opening new markets. However, defending against increasingly sophisticated attacks is daunting.

The telecoms industry must level the playing field in cybersecurity. As threats grow more sophisticated, we have a responsibility to ensure security platforms serve businesses of all sizes, including Europe’s 24 million plus SMEs. By tackling the barriers SMEs face, we can empower new and emerging businesses to adopt digital tools, driving growth and contributing to Europe’s economy for years to come.

This is where trusted providers, like Vodafone, become lifelines.

Vision for the Future

I believe Vodafone is uniquely equipped to help organisations navigate the evolving digital landscape. Over the last 40 years, we’ve combined telecommunications and technology to deliver tailored solutions for a digital-first world, and we plan to expand this even further in the years ahead.

Here’s my plan to offer customers the best connectivity and digitalisation with the protection they need:

1. Empowering businesses with tailored support

With a €250 million investment in technology, backed by a dedicated and growing global team of more than 12,000 employees, including 400 new digital specialists, we have the geographical scale to support businesses to adopt new connectivity products and services, from software-defined wide area networks (SD-WAN) and unified communications to providing additional resilience via satellite, securely and confidently, wherever they are.

Ultimately, we aim to grow our portfolio, simplify pricing, and offer highly personalised customer service and support. In addition, we will integrate multiple solutions via a one-stop shop and aim to enable at least 80% of all business customers to self-serve reliably and securely.

Vodafone also recognises the critical role SMEs play in driving economic growth and innovation. Initiatives like V-Hub, our exclusive and free knowledge hub, is now used by more than 3.5 million SMEs, and provides advice on ICT products which are affordable and easy to install and use.

2. Proactive Cybersecurity Solutions

Our Security Operations Centre (SOC), together with our 900-strong global cyber security team, play a vital role in keeping businesses protected by offering expert advice and proactive support to detect vulnerabilities and prevent cyberattacks. Tools like Endpoint Detection and Response (EDR) monitor devices in real time, enabling swift responses to threats.

We also recognise the critical role emergency services play. Vodafone Business Security Enhanced (VBSE), a specialist unit within Vodafone specifically for the public sector, is helping protect critical national infrastructure and combatting financial fraud in real time.

More widely, our solutions like Mobile Private Networks (MPNs) create isolated, secure networks, reducing a business’s exposure to risks such as malware and data breaches whilst also providing guaranteed performance and consistent speeds. I’m proud that Vodafone has been recognised as a Leader in the inaugural 2025 Gartner® Magic Quadrant^TM for 4G and 5G Private Mobile Network Services.

3. Innovating for the Future with AI

Our ongoing investments and unique partnerships with tech companies like Accenture, Amazon Web Servies (AWS), Google, Microsoft and RingCentral, in AI, cloud services, and next-generation connectivity ensure businesses have access to cutting-edge tools. For instance, our own Gen AI-powered chatbot, SuperTobi, is handling more than 1.5 million conversations with customers per month, increasing satisfaction rates. This is the result of our strategic partnership with Microsoft, and together, we’re helping thousands of businesses adopt these Gen AI services cost-effectively, and above all, safely.

40-year pedigree in innovation

As we celebrate our 40th anniversary, it’s worth reflecting on how much has changed and what remains constant. In 1985, we pioneered connections that revolutionised communication. Today, we continue to ensure that those connections are secure, reliable, and ready for the future.

Looking ahead, challenges will grow, but so will opportunities. The World Economic Forum estimates that 70% of new value over the next decade will come from digitally enabled platforms. With Vodafone’s support, businesses can confidently and securely embrace these platforms of the future. Here’s to the next four transformative decades.