Vodafone SaaS Marketplace

Cybersecurity & IoT SaaS Services

Vodafone Business logo featured in a case study led by Adeeb Khan, showcasing SaaS, cybersecurity, and IoT solutions for SMEs across Europe.
Two Vodafone Business customers collaborating in a modern office.
Cybersecurity & IoT SaaS Product Manager

Led Vodafone Businesses’ B2B SaaS Cybersecurity and IoT portfolio, driving €600M in annual revenue contributing to €1B in annual revenue, across Europe.

Telecommunications

Challenge

The global telecommunications industry faces mounting pressure from the commoditisation of traditional connectivity services, driving providers to diversify with high-value digital solutions. In response, Vodafone launched its B2B SaaS Marketplace to serve SOHO and SME business customers with a comprehensive suite of technology enablement services. Initially focused on Productivity and Collaboration SaaS solutions like Microsoft 365 and Google Workspace, Vodafone’s strategic vision for the platform evolved to address more sophisticated business needs and challenges.

Evolving Client Expectations
Business clients in sectors such as logistics, healthcare, and finance increasingly required solutions that combined secure IoT functionality with robust data protection. Vodafone needed to ensure its offerings aligned with industry-specific compliance requirements while remaining agile enough to support diverse business models.
Intensifying Cybersecurity Threats
Cybersecurity threats continue to escalate, with global cyberattacks rising by 38% in 2022. Vodafone’s clients, many of whom manage sensitive data across interconnected devices, sought comprehensive security solutions to mitigate these evolving threats. This demand necessitated a portfolio of services extending beyond basic connectivity to encompass advanced threat detection, endpoint security, and incident response capabilities.
Competitive Pressures & Market Dynamics
The markets for cybersecurity and IoT are projected to grow rapidly, with the cybersecurity sector expected to reach $376 billion by 2029 and IoT anticipated to expand from $478 billion in 2022 to $1.85 trillion by 2029. With hyperscalers and niche providers entering these markets with specialised offerings, Vodafone recognised the need to differentiate its platform by delivering industry-relevant, high-value solutions that drive digital transformation across all customer segments.

Response

To expand the platform’s value proposition and establish a competitive market position, Vodafone required a seasoned expert to lead the orchestration of its Cybersecurity and IoT portfolio across the SaaS Marketplace platform across Europe. This role involved close collaboration with subject matter experts, strategic partners including Accenture, TrendMicro, and Lookout, and regional teams to support tailored go-to-market strategies.

Transformation & Value Creation

To meet these challenges, an end-to-end product and portfolio management strategy was designed and implemented, focusing on data-driven decision-making, customer-centric innovation, and scalable technical enablement.

Regional Leadership & Strategic Partnerships
Led a cross-functional team of 150 and forged alliances with Accenture, Cisco, and Trend Micro. These collaborations fast-tracked the development of Vodafone’s cybersecurity offerings, directly contributing to €600M in revenue and enhancing Vodafone’s competitive position in the Cybersecurity and IoT space.
Portfolio Expansion
Orchestrated the SaaS GTM strategy for 15 new Cybersecurity and IoT services, such as Breach Response & Forensics, Penetration Testing, Managed Firewall, Phishing Awareness, and IoT enabled Tag & Track. This strategic expansion drove a 25% annual revenue uplift, leveraging tailored regional strategies to reinforce Vodafone’s market presence.
Data-Driven Product Leadership
Centralised investment, sales, and performance metrics within PowerBI, enabling data-informed Go/No-Go decisions. Delivering critical insights that contributed to a 23% increase in customer acquisition, a 36% growth in upsells, and a 54% reduction in customer churn.
OKR & KPIs Framework
Deployed an OKR and KPI framework to establish strategic direction for rigorous validation of iterative experiments. Aligning product development with customer needs, improving service maturity, and enhancing customer satisfaction across the product lifecycle.
Iterative Experiments
Conducted over 50 time-boxed experiments to validate demand in various regions, employing manual processes to gauge market interest. Informing future investments and establishing a foundation for scalable automation and sustainable growth.
Customer Experience Optimisation
Redesigned the customer journey for new and existing users, enhancing onboarding, messaging, and support experiences for key services, leading to a 30% improvement in customer satisfaction.
Technology Enablement & Scaleability
Aligned business requirements with technology capabilities, including Vodafone's IDAM, ServiceNow, and AppDirect, considering present and future product needs. Facilitating the timely technical enablement for growth and integration within Vodafone’s ecosystem.
SAFe Adoption & Maturity
Played a pivotal role in 24 Program Increments, ensuring consistent planning and execution through SAFe. Optimising cross-functional alignment, significantly improving time-to-market and operational efficiency across Cybersecurity and IoT teams.

Conclusion

This engagement laid a robust foundation, enabling Vodafone to continuously expand and enhance its B2B SaaS Marketplace for SOHO and SME business customers. By integrating strategic partnerships, leveraging data-driven insights, and scaling its cybersecurity and IoT portfolio, Vodafone is positioned to offer a resilient and comprehensive digital platform, reinforcing its role as a trusted technology partner across Europe.

Skills & Expertise

Strategic, leadership and technical competencies applied to this engagement.

  • Cybersecurity
    • Firewall Management
    • Identity & Access Management (IAM)
    • Incident Response Planning
    • Penetration Testing
    • Phishing
    • Security Audits
    • Security Information & Event Management (SIEM)
    • Smishing
    • Threat Detection & Response
    • Threat Intelligence
  • Data & Insights
    • Business Intelligence (BI)
    • Data Analytics & Insights
  • Experience Design
    • Design Systems
    • Feedback Loops
    • Journey Mapping
    • Service Design
    • Usability Testing
    • User Research
  • Operations & Process Optimisation
    • Agile Methodologies
    • Process Optimisation & Efficiency
    • Risk Management
    • Scaled Agile Framework (SAFe)
    • Service Delivery & Performance Management
  • Strategy & Product Management
    • Digital Transformation
    • Innovation
    • OKRs & KPIs
    • Performance Measurement & Analytics
    • Portfolio Management
    • Portfolio Strategy
    • Product Feature/Enabler Tree
    • Product Lifecycle Management
    • Product Strategy
    • Strategic Partnerships & Alliances
    • Strategic Planning
    • Strategic Roadmap
    • Strategic Themes
    • Vendor Management
  • Technology
    • API Management
    • Cloud Infrastructure & Platforms
    • Data Engineering & Big Data Platforms
    • Help Desk & ITSM
    • Monitoring & Logging
    • Network Infrastructure
    • Technical Architecture & System Design
Platforms & Systems

Platforms, systems, and technologies involved.

  • AppDirect
  • Lookout
  • Mentimeter
  • Microsoft 365
  • Microsoft Excel
  • Microsoft PowerBI
  • Microsoft PowerPoint
  • Microsoft SharePoint
  • Microsoft Teams
  • Microsoft Word
  • Mural
  • ServiceNow
  • TrendMicro