LONDON Vodafone Group (VOD.L), the world's largest mobile phone company by revenue, said on Tuesday it would make 450 redundancies within UK management but said it would recruit a similar number in data retail and other sales.
Vodafone said the move was part of its drive to focus on data sales and services such as texts, photos and music -- a growth area in competitive European markets.
It will recruit 330 retail advisers to its stores to give customers more information on data products, and 130 sales and service roles.
It will also look to develop its online sales and customer services, including enhancing its electronic billing capabilities, by adding an extra 30 roles.
The 450 redundancies will be mainly made at its Newbury headquarters, and as part of this initiative, senior management levels will be reduced by 20 percent.
"Vodafone UK is clearly focused on building on its market leading position in data products and services," said Nick Read, chief executive of Vodafone UK.
"Today we are announcing a series of targeted investments to meet growing demand in this area, whilst simplifying the way we work."
(Reporting by Kate Holton; Editing by Erica Billingham/Quentin Bryar)