Vodafone is delaying the decision over whether to launch home broadband and TV services in the UK - for now at least.
Jeroen Hoencamp, UK Chief Executive (CEO) at the mobile broadband giant, said the company is committed to growth in the British market and eager to attract new customers to its network.
It has been mooted that Vodafone may follow Virgin Media's lead, by launching a quad-play service including broadband, home phone, TV and mobile services.
Vodafone already offers broadband bundles in a number of European nations, but at present, focuses on its mobile business in the UK.
When questioned on the matter of a fixed-line and TV launch, Mr Hoencamp said all options were being considered. But for now, the operator is playing a waiting game.
The Vodafone CEO said consumer demand for quad-play bundles has not been proven in the UK - although BT's expected re-entry into the mobile market will reveal more about people's appetite for such deals.
BT - like Vodafone - was one of the winning bidders in the 4G spectrum auction in 2014, putting it in a position to launch super-fast mobile services.
The former national telecoms provider is expected to do so in early 2015 - a move which could increase competition for Vodafone and other mobile broadband providers.
Should BT undercut its rivals with low-price mobile deals - or see a surge in quad-play subscriptions - Vodafone may be forced to act, in order to defend its market share.
For now, Mr Hoencamp is waiting for more details of the BT plan.
“Am I concerned? Not yet," he stated, as reported by the Telegraph. "Do we keep a very close eye? Absolutely. Will we respond if needed? Absolutely."
Mr Hoencamp cast doubt over whether BT customers will actually switch their mobile services to the firm, given they may have been with other operators for some time.
He said the firm needs to see "real evidence" of the market and consumer uptake in a way that is damaging to its business.
"If that happens we will have to look at our own propositions, whether on the mobile side or what we would consider on the fixed side," Mr Hoencamp added.
“We have scenarios of what we think the competition is going to do and we’re ready to go."