O2 will double its share of the UK international calling market propelled by its new calling card offer, according to marketing manager of calling cards Chris Gamlin.
Last week the network launched its own calling card offering, the International Calling Card, in a bid to clean up what it calls the ‘scammy’ market.
Gamlin told Mobile: ‘We are launching our own calling card to increase our share of the calling card market. We want a 20% share of the market. We have about 10%, so we are looking to double that.
He added: ‘We want to disrupt the space. Five million people still use calling cards in the UK but people suffer from things like crackling lines and disconnection – it is a really shoddy market. At O2 we look to do something better, so we have launched a card with rates of 1p per minute.’
The cards will be stocked in O2 stores and the operator has also partnered with Elite Mobile to target the independent sector. Gamlin said: ‘We are offering a generous commission to retailers selling the product. Elite has 20,000 outlets in the UK and we are trying to ramp that up even higher.’
O2 will also launch a marketing push in the ethnic sectors from May with ethnic press and ethnic radio – and then outdoor advertising.
‘The tagline is ‘the calling card with nothing to hide’. ‘It’s the second part of our Jajah acquisition, following the launch of International Favourites,’ said Gamlin.
He added: ‘It is aimed at everyone around the world. Asia and Africa are a core market and a lot of products are aimed at them too, such as Nowtel and Lycatel.
‘A lot of investment has gone into the Sim space, but there are some people who use calling cards and like calling cards. The core aim is to make sure the products are stored where people buy these.’
Both O2’s International Calling Card and its International Favourites offering are built upon Jajah’s voice over IP platform, which was acquired by O2 parent Telefónica in 2010.