We play different models of creatin

We play different models of creating Vodafone's identity in the market. Which way we adapt

depends on a number of factors and considerations, such as the strength of the local brand,

the prevalent company culture and the general fit between Vodafone's processes and the

acquired business' processes. But frankly, at the end of the day, it comes down to a question of

management judgment. For example, in New Zealand when we acquired Bellsouth, I we changed

Bellsouth almost overnight to Vodafone New Zealand. Similarly in Portugal, we undertook an

overnight integration of Telecel to Vodafone Portugal. Teleccl transformed into Vodafone

Portugal and became challenger to the traditional PTT Whereas in Italy, when we acquired

Onmitel, it look us 2.5 years to change Omnitel to Omnitel Vodafone. Onmitel colours were Green

and White and we could not change it to Vodafone Red immediately. It was because Omnitel had

a strong brand image, very well known and we had to be very cautious during the transition. The

market would never have accepted! it. The same was the case with DT in Germany.