O2 diversifies its offering to target new markets

Mark Stevenson, head of O2 segment marketing division
Mark Stevenson, head of O2 segment marketing division

LONDON - O2's head of sponsorship and events, Mark Stevenson, has been promoted to head the mobile operator's new segment marketing division as it steps up its assault in non-traditional categories.

Stevenson starts in his new role this week, and will oversee all marketing activity focused on differentiating O2's customer propositions. He will report to Peter Rampling, head of consumer mobile.

The operator is aiming to diversify from a traditional mobile company into a 'leading home services provider'. Stevenson will be responsible for products across the consumer space, including financial services and broadband.

Stevenson said that the new division was created in recognition that O2 had to meet changing customer requirements. The company could extend into further categories.
'We'll be looking at new suitable areas to move into and where consumers want us to be,' he said. 'O2 has the permission to operate in other areas because we are a young, trendy brand, and have a very loyal customer base - other mobile operators choose to focus purely on a mobile operation, but we can offer a very different proposition.'

O2's foray into non-traditional channels stepped up a gear in 2006, when the operator signed a sponsorship deal with AEG to rename the former Millennium Dome as The O2. Since reopening it 2007, O2 has used the arena to enhance consumer loyalty through its Priority ticketing operation.

Having benefited from growing customer numbers, the operator last year bought the title sponsor rights to Academy concert venues across the UK.
Rather than relying solely on music, however, it has also developed Priority ticketing within sport. It has continued to operate the 'Blueroom' at Twickenham stadium, England's rugby headquarters.

In the summer, O2 further differentiated itself from its competitors with the launch of a personal financial services brand, O2 Money, in partnership with NatWest. The venture includes two pre-paid Visa cards, exclusively available to O2 customers.

O2, owned by Telefonica, has also recently launched an online app store called Litmus. Although the site is currently in Beta, it connects customers with developers to create apps. It has also continued to drive promotion of its family diary device, The Joggler.

In September, the company announced it was restructuring its commercial marketing team, and was expected to cut 10% of employees.

Although O2 is currently reviewing its digital account, Stevenson said that the new segment marketing division team would use existing agencies such as VCCP and Archibald Ingall Stretton.





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


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
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer