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Company: Telefonica, SA

Brand value: US$5,512 million

Change since 2018: 1%

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 25 million customers on its network. O2 has been taking steps to roll out 5G in the UK, and has been preparing with multi-million-pound investments in infrastructure at key shopping centres, business centres and sports venues, which now benefit from improved network coverage and capacity. This need to innovate is driven by fierce competition, particularly from EE, which is heavily promoting its planned 5G rollout this year. O2 has been building on a track record of support for staff with the launch of 14 weeks’ paid paternity leave (up from the previous two weeks) as it seeks to become a more inclusive employer. The policy is open to staff at head office and in its retail stores. O2 also offers a “Career Returners” programme to help men and women who have taken a break, typically to care for children, return to the workplace. Recent O2 advertising promotes customisable contract options that “move to the rhythm of life".