During the course of a Sunday interview with ABC TV, Vodafone’s Australia chief Bill Morrow acknowledged the fact that the carrier’s failure in keeping pace with the ever-increasing demand from smartphone users was the key reason behind the catastrophic crash of the network two years back.

Admitting that a lack of foresight on the part of Vodafone had led to the network crash, Morrow said that the growing popularity of smartphones brought along a distinct type of demand onto the network; and added that the mentioned demand beat the company’s preparedness because it was not far-sighted enough to make the required investment in time.

However, while confessing to Vodafone’s evident error of judgment about the surge in network demand due to increasing smartphone use, Morrow also added alongside that the carrier was now working out a fix for “correcting” the situation.

Meanwhile, till the fix is fully put in place, Morrow said that the network’s inability to cope with the demand will seemingly lead to a worsening of Vodafone’s losses before its financial position gets better.

Noting that Vodafone was “at the top of the mark” not so long back, and boasted “one of the highest brand preference scores among consumers," Morrow said: "I think the reality is that the market got ahead of the Vodafone company.”