It is also seen that another reason for the loss in profitability could be attributed to the need to reduce termination fees for mobile subscribers, as well as respond to competitive overtures by reducing fees for different services which could impact its bottom line. There has been a 17% increase of SG amp. A expenses (from £6385.4 to £7507.1) which may have led to a reduction in net profits and earnings. Again, reduction in total assets may have been due to the increase in Depreciation and Amortization by 16%, from £5893 to £ 6812.3. (Vodafone Group plc: income statement, 2009). However, it is necessary to come to an important aspect of Business that is Return on Investments. (ROI) This is an important ratio, As the primary objective of business is to maximise its earnings, this ratio indicates the extent to which this primary objective of business is being achieved….. As this ratio reveals how well the resources of a firm are being used, the higher the ratio, better are the results. (Gupta amp. Sharma, 2005, p.4.64).In the case of Vodafone, there has been a substantial decline in ROI by nearly 5 percentage points, which would affect the psyches of investors who would want to invest in shares of this company. The consistency factor in revenues and profits, which are critical elements for investment decisions, seen to be missing in the context of Vodafone.However, it is heartening to see that despite lower profits, dividend payouts have been consistent in the company and, as a matter of fact, it is up by 0.25% this year, indicating the confidence and trust placed by the company on its shareholders and future profit-making capabilities.The silver lining on the Vodafone horizon could be its liquidity position which is improving in terms of the fact that both current and quick ratio has gone up by nearly 7%. Thus, they are now in a better position to meet future current liabilities, having roughly 1:2 ratio. These liquidity ratios are important since they measure the ability of a firm to pay its short-term obligations as and when they become due. (Gupta amp. Sharma, 2005, p.4.14). In the event of incapacity to pay off debts, the firm loses a lot of its goodwill and creditworthiness.