O2 and Orange clear way for location-based ads

Mobile advertising: O2 and Orange plans launches later this year
Mobile advertising: O2 and Orange plans launches later this year

Brands will be able to deliver location-based ads and mobile payments to the mass market as early as this summer, Marketing has learned.

O2 and Orange, the UK's two biggest mobile operators, are vying to be first to offer brands the opportunity to target their millions of subscribers.

O2 has confirmed that it plans to roll out its service in the third quarter of this year, while Orange aims to launch its offering this year.

Consumers who opt in to receive ads will be encouraged to redeem offers in stores by paying via their mobile handsets.

O2 told Marketing that the technological hurdles delaying the development have been overcome and the products will enable brands to track their campaigns' success.

Location-based ads have so far been the preserve of niche specialists such as Foursquare.

However, O2 customer director Tim Sefton said the group was looking to work with competitors to bring forward "as wide as possible an offering".

O2 and Orange both intend for their Near Field Communication (NFC)-enabled handsets to become "cashless wallets", with the ability to replace cash, payment cards and travelcards.

As well as location data, brands will be able to target consumers based on their demographic and other information held by the operators.

Mobile payments

  • Vodafone is conducting NFC trials with Germany's Deutsche Bahn on a ticketing and mobile payments system.
  • NFC will be used alongside Oyster on the London Underground in 2012.
  • Boots and Tesco will add cash-less sales points this year.
  • HTC and Sony Ericsson have confirmed NFC-ready hand-sets. Apple's iPhone 5 is expected to be NFC-ready.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers