Vodafone, the world's largest mobile phone company by revenue, is launching two stripped-down handsets in Britain in a move to chase customers who want just basic voice and text services....

Vodafone, the world’s largest mobile phone company by revenue, is launching two stripped-down handsets in Britain in a move to chase customers who want just basic voice and text services. And to know the time, PSFK suggests. The service will be called ‘Vodafone Simplify’.

Apparently, the new service is not about low tariffs but simple, easy-to-use handsets. It is targeting customers aged from the mid-thirties upwards and believes its market opportunity is "quite large."

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