Priority Moments: O2 Telefonica

Cherry London

Background

Telefonica O2 UK operates in arguably the most fiercely competitive mobile market in the world, with numerous operators and Mobile Virtual Network Operators (MVNO) all trying to win out. The market suffers from high churn, increasing subscriber acquisition costs (SRC), limited differentiation and low customer engagement and loyalty, driven by consumer demand and increasingly costly handsets in the intense battle waged to win new customers.

Telefonica O2 UK is winning this fierce battle by making customers their priority through the innovative new location based mobile loyalty programme, Priority Moments, which complements its acclaimed Priority Ticketing service.

Priority Moments, which launched in July 2011, provides O2 customers with unique experiences and exclusive, targeted rewards from brands they love via their mobile phones (app, mobile web, online and MMS/SMS), based on their interests, behaviour, and most importantly where they are. Rewards can be redeemed in-store and online.