O2 readies new advertising service


Mobile News understands O2 is to launch a new service called ‘O2 Priority Moments’ on Thursday July 14 which will provide new ways for businesses to target customers with promotional advertising and offers

O2 is expected to launch a new service called ‘O2 Priority Moments’ next week that will combine a number of its marketing services into a single mobile application.

These are understood to include those within O2 Media, O2 Money and O2 Priority.

O2 has so far declined to discuss its plans prior to the official launch, which will take place at the Oxo Tower in London next week.

One source close to O2 described the launch as the operator’s biggest announcement of the year.

It is expected to be available on a number of smartphone operating systems including iOS, BlackBerry and Android.

Sources have told Mobile News the operator will utilize its data network – including its WiFi hot-spot service which it announced in January, to feed promotional messages directly to customers from its retail and business partners.

Customers who download the application will be targeted with promotions based on their O2 More profile which details their interests. More than four million O2 customers have opted in to O2 More via the operator’s website since the service was launched in December 2009.

The O2 More website currently displays exclusive O2 offers, such as discount vouchers, based on the details. Customers also typically receive one promotional text message per day.

But O2 Moments will provide retail and business partners with the ability to send customers details of their offers and promotions based on their current location.

Customers will be alerted to any offers through the O2 Moments application on their device, similar to the way Facebook users receive message alerts on their mobile.

The O2 Wi-Fi service offers customers on any network access to free Wi-Fi within its 450 retail stores via their enabled and registered mobile device.

O2 said at the launch it would partner with other retailers to offer free WiFi for their customers and also the ability to send them in store promotions. Details of partners are expected to be announced next week.

It is also understood O2 has partnered with cinema chain Odeon to provide a similar deal to Orange Wednesday’s, which gives Orange customers a buy-one-get-one-free offer on cinema tickets.

O2 staff are currently undergoing computer based training (CBT) ahead of the launch, which will be backed by an above the line marketing campaign.