O2: Like New

This case study shows how O2, a telecommunications company, curbed its declining handset sales in the UK by creating a whole new market for second-hand models.

Executive Summary

This is the story of how O2 showed that second-hand mobile phone customers don't need to be second-class citizens – all while driving first-class business results.

When O2 was launched in 2002, it set out to be the mobile operator that would always put its customers – and their relationships with their phones –at the heart of everything it did.

That promise – bolstered by award-winning customer service, the UK's leading rewards programme (Priority) and through a commitment to championing the experiences that matter most (at the O2arena, and via sponsorship of...

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