One 2 One is stepping up its fight for mobile phone customers
through a strategic partnership with Capital Radio and Carphone
Customers of the Cable & Wireless-owned company can now listen to
Capital programming via branded phones bought from Carphone Warehouse.
The arrangement follows recent alliances between Vodafone and Tesco, and
Cellnet and Asda, which allow consumers to buy pre-payment phones in
The One 2 One handsets cost pounds 29.99 or pounds 49.99 and customers
will pay 5.9p per minute for accessing the Capital programming, plus
sports bulletins, concert ticket booking and the chance to make
reservations at the Capital-owned Radio Cafe.
The link-up is an attempt to target a young audience during the
pre-Christmas selling period. One 2 One is supporting the push with
radio ads, point-of-sale and below-the-line activity. The deal coincides
with One 2 One’s new TV ads through Bartle Bogle Hegarty.