Vodafone
845

The Vodafone 845 was the operator's first own-brand Android phone and was developed in conjunction with Huawei. It featured a 2.8-inch screen, a three-megapixel camera, Wi-Fi and Android version 2.1. The device was also preloaded with Vodafone 360 applications, the network’s proprietary content platform. It was initially available in 12 Vodafone markets, including the UK. The 845 was part of a growing trend for operators to offer Android phones in their own-brand portfolios and signalled that they had reached a tipping point in terms of the ease with which they could be manufactured as an "off-the-shelf" package. It provided Vodafone the opportunity to broaden the appeal and perceived value of its own-brand devices, particularly as consumer awareness of open software platforms like Android grew. The Vodafone 845 also played an important role in helping Vodafone drive down the cost of branded Android phones. Vodafone was able to use the 845 and its wider own-brand range and global scale to secure a strong bargaining position with leading phone makers.