O2 More passes 10 million customer mark


Personalised marketing service adds four million customers in the last six months and exceeds 10 million milestone just two-and-a-half years after launching

O2 More has passed 10 million customers, with the platform now accounting for almost half of of the operator’s total customer base of just over 22 million subscribers.

In November, O2 announced its More service had grown by four million customers over the last six months, taking the personalised marketing platform’s total reach to more than six million.

O2 More matches preferences supplied by users who sign up with data held by O2, such as phone usage and location. The service sends a single message a day and has worked with a variety of brands including House of Fraser, Bulmers Cider and the Co-operative Group.

O2 Media said the growth was attributable to a number of market drivers. Firstly, the growth of the smartphone market and what consumers want to do on their devices is rapidly changing.

Secondly, it said that customers are learning that a rich media platform combined with location, preferences and unique offers mean they can benefit from everyday offers or information that help their daily life.

This it said is coupled with an increasingly positive attitude towards such as O2 More and O2 Priority Moments and an acknowledgement from brands and agencies that mobile forms an important part of the marketing mix.

O2 Media managing director Claire Valoti said: “We saw from the recent IAB Mobile Adspend Study that the industry is growing at incredibly fast rate and our sector in particular grew a huge 241% last year.

“We know the appetite is there from agencies and clients for engaging with consumers directly on their mobile devices. We have been working hard to grow our audience, ensure that our data is the best in the industry and develop and evolve our redemption and measurement.

“O2 More has evolved from a straight messaging service to a rich media service that now includes location-based work and often is delivered in tandem with other O2 services such as O2 Wifi and Priority Moments from O2. It makes our identity and proposition almost unique in the market today.”