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OK so credit to vodafone, I have set the app up on my phone and it went very smoothly...look forward to receiving the phone tag in the mail as I only have an iPhone 5.

BUT...this is another stored value system the only real use case for which I can really think of is so that I can use it instead of getting my bank card out of my wallet at contactless Tube/Oyster gates. But then why not just use my oyster card if I'm going to top up?

So not materially more convenient + stored value. The user offers will need to be incredible for this to take off. I feel sorry for the dev/product team as looks like they have done a really good job but I fear Apple Pay will blow this out of the water.