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11 O2


Company: Telefonica, SA

Brand value: US$5,431 million

Headquarter city: Slough

Change since 2017: -10%

Industry: Telecom Providers

Year formed: 2001

O2 is the second largest mobile telecoms provider in the UK after EE, with more than 25 million customers on its 2G, 3G and 4G networks. O2 has been taking steps to introduce the rollout of 5G in the UK, and recently announced plans with AEG to launch 5G at The O2 entertainment venue. It also operates O2 Wi-Fi services, owns half of Tesco Mobile, and has more than 450 retail stores. The brand sets itself apart in its category though its focus on live experiences and benefits for its customers, which go beyond its role as a telephone service. Its O2 Priority loyalty scheme provides customers with discounts and offers, and priority access to event tickets and experiences, particularly those linked to O2-sponsored venues and events. In early 2018, O2 became the latest UK mobile provider to introduce flexible pay-monthly tariffs on all its phones and tablets, giving consumers more control over their usage. It has also added 27 new countries to its list of destinations where customers can use their mobile without incurring extra charges, taking the total to 75. In 2018, O2 has built on last year’s #Followtherabbit campaign, showing people following their own blue rabbit to a meeting point under a railway bridge where a roaring crowd converges. The music video-style ad encourages people to get out and enjoy live music. The campaign includes an augmented reality lens on Snapchat enabling users to follow their own virtual rabbit.