Can 4G save troubled Vodafone?

Vodafone is hoping its 4G LTE network, due to go live in “major metro” areas early 2013, can give it the resurgence it so desperately needs as it gets set to axe hundreds of jobs.

The red telco confirmed phase one of its new 4G LTE network roll out is complete, as it went on a PR offensive today, announcing staff cuts, a new management team and an “intensified network focus.”

The troubled telco has successfully completed the first test calls on its faster 4G LTE network, it said today.

The network is part of the troubled telco’s bid to “drive an improved customer experience” after the implosion of Voda’s 3G network last year.

Vodafone’s 4G service will be the last of the ‘Big 3′ telcos Long Term Evolution networks to go live – with Telstra’s 4G network a year old and Optus’ service in operation for several months.

The announcement comes as Vodafone Hutchinson Australia (VHA), lost 178,000 customers during the first half of 2012 and reported $131.3m loss.

Voda also said it is increasing network speeds and capacity and replaced radio equipment on its 3G+ network with the “latest technology”, which has led increased download speeds of up to 8 megabytes per second and less dropped calls.

Vodafone is to chop its workforce in a bid to cut costs, announcing a “significant reduction in the number of office roles across the country to enable a leaner, more effective operating model” it said in a statement today.

Vodafone Australia CEO Bill Morrow also announced a raft of staff changes including the appointment of  four new execs to its senior management team including: Brad Whitcomb, Director Strategy, Transformation and Business Development; Cliff Woo, Chief Technology Officer; Kim Clarke, Director Consumer Business Unit and James Marsh, Chief Financial Officer:

Read: Its Live: Vodafone 3G+ ‘On’.. But Where’s 4G?

“We’ve been reviewing the business in detail and we are excited about the opportunities yet realistic about the challenges,” Morrow said today.

“Our customers are telling us they’re starting to see a difference, further demonstrated by a 50 per cent reduction in complaints to the Telecommunications Industry Ombudsman and, notably, a reduction in network-related complaints.”

“We are heading in the right direction, but more needs to be done” admitting the “challenges” ahead, Murrow added.

“Vodafone will be a leaner, more effective business that is completely focused on what our customers want now and for the long term. We’ll give them the network and services they need and deserve.”

And not before time.