Vodafone discover that connection is key to unlocking creativity

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Half of all small businesses in the creative industry say that technology levels the creative playing field in a fiercely competitive industry according to new findings launched this week by Vodafone.

The research, which surveyed 500 creative industry small businesses in the UK, revealed that 40% produce their best ideas and work ‘on-the-go’ and that 38% now share most of their creative ideas and work digitally rather than in person. This all points to a sector increasingly relying on connectivity to drive productivity. 

Technology is set to play a crucial role as creative sectors further embrace digital transformation; with fashion businesses in particular forecasting technology will transform the sector in the next five years (60%). However, whilst 73% believe technology brings positive change, 42% feel the sector lags behind others in the adoption and usage of new technologies.

Anne Sheehan, Vodafone UK Enterprise Director, commented: “It’s hugely encouraging to see that smaller businesses in the creative industries are increasingly competitive, due in part to technology. They rely on tech in many ways – to communicate ideas, to seek inspiration and to enable flexible working. But they tell us they are not IT experts and need help to gain the maximum benefit – which is where trusted technology partners can play a role. We’ve created the Vodafone Business Heroes Sessions to celebrate the small businesses that are so vital to the UK and the economy. It’s our ambition to be a digital partner that small businesses and creative industry customers can rely on.

Business Heroes


Jamal Edwards

The research was unveiled at Vodafone’s first Business Heroes event held yesterday in London. The breakfast event, designed to inspire small businesses in the creative industries, was hosted by Stemettes Founder and CEO Dr. Anne-Marie Imafidon and featured a panel discussion with Vodafone UK Business Director, Anne Sheehan and Apple UK’s Head of Enterprise Matt Key. 

Special guest Jamal Edwards, entrepreneur, author, and SBTV Founder, discussed the correlation between creativity and entrepreneurship. Jamal said: “The Vodafone Business Heroes Sessions are a fantastic forum to discuss the role technology plays in developing the small business sector in the UK. Digital connectivity is transforming the world; it feels like anything is possible. There should be no limits on what businesses – and particularly creative businesses – can achieve. I’m delighted to be here to share my story and I hope to inspire others to ‘be unlimited’ and achieve their ambitions.

The Vodafone Business Heroes events will continue throughout 2020 with each event focussing on small businesses in a different sector. Vodafone will collaborate with relevant partners and influencers to bring to life what it means for small businesses and entrepreneurs to be unlimited in an increasingly digital world.


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