Executive Summary
The telco industry was facing greater commoditisation than ever before. O2 found itself being squeezed in both directions - between the major networks with unique core benefits; and the value-led Mobile Virtual Network Operators (MVNOs), gaining in prominence and market share, and driving a race to the bottom with increasingly aggressive pricing.
As a key player O2 had many benefits to offer, but by talking about all of them, they were simultaneously diluting what made them unique.
With owning the latest devices losing its cultural importance, and the brand being squeezed from both directions, there was a challenge...