O2: An Experience as individual as you are

O2, a UK telecommunications services provider, devised a customisable mobile plan as a reaction to the steady decline in handset contracts and increase in SIM-only contracts, which are set to dominate the market.

Executive Summary

For many years, consumer who wanted to get their hands on the latest tech were often locked into rigid contracts by the industry.

2018 marks the year O2 took flexibility to another level and created a step change he industry. We reset expectations by removing all the typical catches of a phone contracts, providing total transparency and handing complete control over to the customer.

In the face of the commercial risk of customers trading down, we transformed the customer experience to support the way we live our lives today and help our customers get more out of life....

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