O2 in mobile marketing initiative


O2’s mobile marketing division, O2 Media, has launched O2 More, which will be a series of mobile advertising services for customers.

Customers opting in to the service will receive relevant marketing campaigns sent to their mobile in the form of a text message. Customers can sign up to the service on O2’s website and highlight topics of interests.

From research conducted by O2, it found that two-thirds of its customers would subscribe to such a service. The service is currently being tested on its staff and customers will receive text messages asking them to opt in from December 3 onwards.

The service launches on tomorrow (December 3) and will offer discounts from high street retailers and restaurants, holiday offers and trials of new services and information.

It is currently working with around 50 brands, including Adidas, Cadbury, Interflora and Blockbuster. In the coming months, O2 More will offer location-based advertising.

O2 More is the first of the services launched by O2 Media, which opened in November last year. The division is to move from its head office in Slough to Soho, London in January. It currently has six account managers and will recruit 14 more to scout new brands and maintain existing accounts.

O2 customers will receive up to one message per day.

O2 Media managing director Shaun Gregory (pictured) said: “Mobile advertising has been slow to deliver on its promise. Much of that has been down to a lack of understanding, limited opportunities and no real accountability or measurement. O2 More is about to change all that and will spearhead the UK’s first truly personalised media business.

“At O2 we understand the value of personalisation and putting the customer at the heart of everything we do. We have researched the market extensively and designed a permission-based marketing opportunity that delivers true engagement and relevance. Because customers opt in we can deliver truly relevant content that provides an experience and a richer opportunity for marketers. With 50 brands on board already, it’s clear that the advertising market is as excited about O2 More as we are.”

Gregory said additional marketing services will launch next year.