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9/15/2008 12:49:17 PM

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O2 goes on offensive for fixed line broadband market share


Network in talks with Phones 4u after 'Broadband Takeaway' fixed line package hits 500 Carphone stores

O2 is in talks to sell fixed line broadband in Phones 4u for the first time, after its ‘Broadband Takeaway’ package arrived in 500 more Carphone stores this week.

The partnerships are likely to see O2’s fixed line broadband market share rocket from the current figure it claims to have of around 17%.
 
O2 recently became the third fastest growing fixed line broadband provider purely based on availability in its own 480 stores, and agreements with the two largest retailers would see the proposition sold in over 1000 more UK stores.

Indirect channel presence will also see Broadband Takeaway go head to head with Orange’s Home Max package.

Mike Fairman, head of O2 broadband, told Mobile: ‘Going into indirect is a big deal and we will naturally take a high share from it.

‘Orange is our closest competition in Carphone in terms of what they offer. Our product is faster and our customers are significantly more satisfied than Orange customers, and like for like our products are around the same price.’

Broadband Takeaway entered around 100 Carphone stores two weeks ago, and will be available in around 600 stores by the end of this week. O2 is complementing the distribution growth with a second burst of national advertising, which began last week.


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