The core challenge is no longer just launching new rate plans faster than competitors – it is designing propositions that remain relevant in a world where connectivity itself becomes invisible.
Customers are moving towards experiences that feel natural and effortless, supported by AI‑driven services, wearables and immersive digital layers. In such an environment, rate plans must scale not only in terms of speed or volume, but in their ability to support real‑time, context‑aware experiences without the customer having to think about the network at all.
The challenge for providers is to build product and system foundations that are flexible enough to evolve continuously – from today’s smartphones to tomorrow’s AI and XR‑based ecosystems – while maintaining trust, reliability and simplicity for customers. Scaling therefore means scaling experiences, not just products.
Collaboration with the Technology department is essential in this type of initiative. How does that collaboration play out on a day-to-day basis, and what impact does it have on the final result?
When technology becomes so deeply integrated into everyday life that it “feels like magic,” the separation between business and technology becomes meaningless from the customer’s perspective. Customers simply expect things to work – instantly, intuitively and reliably.
This is why close day‑to‑day collaboration is essential. Through my job rotation experiences, I learned how powerful it is when product managers and technologists jointly design solutions that anticipate future use cases, not just current requirements. Together, we translate abstract technological capabilities – such as AI‑centric networks or real‑time processing – into tangible customer value.
The impact is a better end result: fewer compromises, faster alignment and products that are technically scalable while still feeling human, simple and trustworthy to customers.
When we talk about new monetization opportunities, in which areas do you see the greatest growth potential for O2 in the coming years?
The greatest growth potential lies in experience‑based monetization, not in selling connectivity as a commodity. As we move towards a world shaped by AI wearables, real‑time digital twins and immersive environments, customers will value reliability, responsiveness and contextual performance in critical moments.
This opens new opportunities for optional, transparent upgrades that enhance experiences when it really matters – whether it’s seamless mixed‑reality collaboration, real‑time AI assistance or highly responsive urban services. Monetization in this context is not about forcing complexity onto customers, but about enabling better outcomes in moments that are relevant to them.
For O2, success will come from translating advanced network capabilities into clearly understandable and optional customer benefits that feel fair, intuitive and valuable.
How do you balance the simplicity that characterizes O2 with the need to innovate and generate new revenue streams?
Simplicity becomes even more important as the underlying technology grows more complex. In a future where networks not only connect but also “see, think and sense,” customers should not be exposed to technical detail at all.
The balance comes from hiding complexity behind intelligent, automated systems. Internally, we need modular, AI‑supported and highly flexible architectures that allow rapid innovation. Externally, customers should experience this innovation as something natural – technology that adapts to them, not something they have to manage.
If innovation feels complicated to the customer, it has failed. If it feels effortless, it creates trust – and that trust is the foundation for sustainable new revenue streams.
Looking ahead, what technological or market trends do you think will shape the evolution of postpaid plans and the industry’s business model?
Looking ahead to 2030 and beyond, the evolution towards 6G will fundamentally change the role of networks. Connectivity will no longer be just about transporting data, but about enabling a symbiosis between the physical, human and digital world.
With AI‑centric network architectures, sensing capabilities, ultra‑low latency and nearly ubiquitous coverage – including satellites and aerial platforms – networks will actively support perception, context and decision‑making. For customers, this means services that feel proactive, adaptive and almost intuitive.
In this world, postpaid plans will evolve from static bundles into dynamic enablers of digital life. The winning business models will be those that focus on experience, trust and relevance – delivering technology that feels less like infrastructure and more like a natural extension of everyday human interaction.
