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Company: Telefonica SA

Brand value: US$6,033 million

Headquarter city: Slough

Industry: Telecom Providers

Year formed: 2001



O2 is the second largest mobile telecoms provider in the UK after EE, with more than 23 million customers on its 2G, 3G and 4G networks. 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. The O2 Monday meal deal for £1 from partner retailers is one of its most popular offers. The brand sponsors The O2 concert venue in London, O2 Academy venues, and England Rugby. In July 2017, it rolled out W-Fi on the London Eye giant ferris wheel, claiming it as the first free Wi-Fi service on a constantly moving structure. The brand has moved away from its long-running “Be More Dog” tagline in favour of “More For You”. In 2017, to mark 10 years since The O2 venue opened, a Snapchat-led campaign, #followtherabbit, was launched to promote new ways customers can enjoy their phones and live events. The Alice in Wonderland-inspired campaign marks a first for O2 using a Snapchat lens and geo-targeted filters. The O2 brand has, since 2006, been owned by Telefonica UK Limited, which is listed on the London Stock Exchange.