Vodafone has belatedly moved into the multiplay market in its home UK market, an essential move if the company is not to be drowned by the wave of consolidation in the country. The mobile operator urgently needs to increase its access to fixed-line and content platforms if it is to stay afloat in the race to offer quad play bundles, the primary source of new revenue and market share in the over-competitive UK market. It will be left disadvantaged if the current proposed UK mergers go ahead. If so, BT will buy the largest MNO, EE, to create the most comprehensive multiplay platform in the country, while Hutchison Whampoa will acquire Telefonica O2, merging it with its own Three UK…