"Research justifies the sexy bits, so we'll ignore the bread & butter stuff"
"Vodafone research shows that customers value a consistent, high-speed 4G service in-building as well as outside "
If Vodafone's research is any good it should also show that most customers don't give a shit about 4G services targeted at a few urban hipsters with the latest handsets, but would give their left bollock (or their partner's left bollock) for decent near universal H+ 3G.