Mobile phone giant Vodafone is to heavily promote handsets labelled with the Vodafone brand name, and not those of handset manufacturers, as part of its Vodafone Live! campaign.
It is reported that the operator has turned to Far Eastern developers for a new range of colour terminals as it has become increasingly frustrated by the arrogant attitude demonstrated by traditional mobile phone manufacturers such as Nokia, Siemens and Sony Ericsson. The operator says that, along with only its brand appearing on the device, it would also have control of the user interface.