O2 celebrates its eighth anniversary in Spain while remaining true to the brand purpose that has defined it since its launch in 2018: providing customers with a simple and straightforward relationship based on honesty, transparency and respect for their time. This is reflected in an internal brand study conducted among a broad sample of fibre and mobile service users.
Throughout these eight years, O2 has remained true to the way it engages with its customers while expanding and enhancing its offering, providing access to a broader range of improved digital services and features without compromising simplicity or transparency. The company has evolved from initially offering two types of products to four today: mobile-only, fibre-only, fibre and mobile, and fibre, mobile and TV.
According to the study, 97% of O2 customers associate their operator with peace of mind, while 93% consider it honest and transparent. In addition, 97% say that O2 delivers on its commitment to ensuring there are no unexpected charges on their bills, an attribute that 83% of the market considers important when choosing an operator. O2 also receives high ratings from its customers for:
–No unexpected charges (92%). O2 is commited to ensuring that customers pay the same amount every month.
–Transparency (93%). Simple, straihtforward communications.
–Respect for customers time (87%). The Brand does not send comercial communication or make sales calls to its customers.
Mariano Domecq, Director of O2 Spain, said: “Eight years on, O2 is demonstrating that it is possible to offer more and better services while maintaining a simple, honest and transparent relationship with customers. In doing so, we also aim to become the best gateway for people to access digital technologies, always bearing in mind that the true measure of our quality is the trust our customers place in us.”
Anniversary campaign
These values are also at the heart of O2’s new campaign, ‘Let an O2 friend tell you’, launched to celebrate the company’s anniversary. The campaign puts the spotlight on O2’s own customers, their experiences and their willingness to recommend the brand, encouraging consumers to ask O2 customers directly about their experience with the company, based on the belief that the best advertising is the voice of its customers. In fact, 82% of O2 customers would recommend the company.
The campaign builds on the positioning O2 has developed around peace of mind, which was also central to its previous campaign, ‘When everything works, you can breathe easy’, focused on providing a simple, worry-free experience that allows people to devote their time and attention to what really matters.
More and better services, the same essence
O2’s evolution is also reflected in the expansion of its services and features. At launch, its mobile-only offering included 20 GB for €20 per month; today, for the same price, customers receive 300 GB, fifteen times more data. In its converged offering, a €45 plan that initially included 100 Mbps fibre and 20 GB of mobile data now has an option offering 600 Mbps, 60 GB and content from Movistar Plus and Disney+.
Over the years, O2 has added services such as O2 Cloud, with cloud storage included at no additional cost in all O2 mobile plans, as well as 5G+, Second Home, WiFi 7, eSIM and MultiSIM. Its offering also includes mobile devices and entertainment services featuring platforms such as Movistar Plus, Netflix and Disney+.
The digital experience has evolved too. O2 has recently redesigned a significant part of its website and introduced a new plan configurator, making its offering simpler and more visual for customers.
Eight years after arriving in Spain, O2 has expanded its range of products, services and features without changing the principles on which its proposition was built: peace of mind, honesty, simplicity and respect for its customers’ time. It is an approach for growth and service improvement that keeps customer trust at its core.
