O2 has revealed that it won’t be forced into the quad play arena following announcements from a number of its rivals.
At a media gathering last night [19/11/2014] the network’s CEO Ronan Dunne told journalists that a lot of the noise surrounding quad play had been ‘me too-ing’ and that O2’s focus was on looking at ‘new ways to add value to its proposition’.
Dunne did acknowledge that that there was a degree of value in the bundling of services which the brand had recognised with its recent deal with Talk Talk.
The O2 CEO also pointed to other markets where quad play had proved successful explaining that it often the case that there was a lack of market penetration or price competition, neither of which were an issue in the UK market.
Following the company’s recent results which showed steady levels of growth the network also discussed its strategy. The network’s CFO Mark Evans emphasising the importance of three differentiators: the ‘Refresh’ tariff, the O2 ‘Priority’ loyalty scheme and the O2 technical support ‘Gurus’.
Explaining the importance of these differentiators Dunne said that these services ‘gave a reason for customers to promote the brand to others’ and the three services were in themselves a ‘brand marketing tool’.