Got yourselves to blame.
Voda were the 1 and 2G kings for sure but have been total shit for what fifteen plus years? If this forum is anything to go by they've obviously been quite happily milking many long standing customers in the UK. Meanwhile the competition such as Three and now EE have cleaned up. Are Voda's customers all baby boomers or something, too much money to care about changing for 20 years and don't really know what a GB is anyway?
Biting the hand that feeds IT
