O2 is planning to push products developed by Telefónica Digital to its enterprise customers, as it prepares a New Year drive for its customer engagement programme.
The operator launched the programme last week with an event held in its Slough head office. The workshop, which was attended by around 25 partners, was the first event where ?the operator will work with partners to develop new products. It said that it could help partners tap into its scale and resources to try to win new business.
David Plumb, general manager for enterprise at O2, said a second event will be held in February. He said: ‘We will share some of the enterprise propositions and newer things that we can sell into enterprise that aren’t just mobile. These are things such as O2 Drive, which is our fleet management proposition, or O2 Wi-Fi. It will be a good opportunity to talk them through potential new profit streams. It will differentiate our partners from the traditional mobile approach.’
Plumb said the operator was keen on highlighting its differentiated services as it bids to grow market share at the expense of Vodafone or EE. He played down EE’s recent launch of 4G services, with its fibre broadband service in particular being seen as a potentially attractive means for Britain’s biggest operator to grow its share. He said: ‘In enterprise we don’t think it has caused a specific issue. That’s probably because we have focused on customers’ needs and what businesses want to achieve. It’s not a case of having 4G, it’s working out what they want to do with it. I think it’s taking a little bit longer for businesses to figure out the benefits they will get from it.’
O2 intends to work with its enterprise partners collaboratively, with Plumb saying this could involve senior O2 staff taking an active role in helping a partner to win new business, or paying a partner a finder’s fee for introducing it to a new customer. However, Plumb denied the operator would be better off just approaching enterprise businesses directly. He said: ‘What we recognise is that partners bring different skills and capabilities. Azzurri provides a very broad proposition that encourages the use of unified comms across fixed and mobile. In that instance it would be a better bet for customers to go to them rather than coming to us directly.
‘It can also be something as simple as a local point of contact. They might want to have repairs on devices close at hand. There are many ways that partners add something that we couldn’t add ourselves,’ he said.
Author: Graeme Neill