At a time when UK consumers have numerous mobile phone providers to choose from, O2 appears to have risen above the rest, achieving the greatest scores of any tracked UK mobile service provider on BrandIndex.
In mid-December 2011, O2 was the first UK network to announce that it was going to offer people the chance to lease the newest highly touted smartphone – the iPhone 4S – on a one year plan. And in February this year, the mobile and broadband provider announced the introduction of a three year sustainability plan in which it sets out a commitment to delivering up to four million tonnes of carbon savings as well as creating a million new jobs for young people with skills.
O2 is well ahead of rival competitors 3 and Everything Everywhere (parent company of Orange and T-Mobile) as well as Vodafone on Buzz. The brand’s Buzz scores have ranged between +7 and +11 over the past 3 months. This comes at a time when other mobile phone providers have failed to maintain Buzz scores of +4 and more. A couple of Buzz highlights for O2 recorded during the past few months include:
• +8.1 uplifting to +10.6 following the lease of the iPhone 4S/12 month contract
• +6.7 rising to +10.2 post the sustainability plan/new job creation announcement
Index scores for the brand similarly remain strong, on March 6, O2’s Index score stood at +21, 18 points ahead of next-closest rival Vodafone and 22 points ahead of 3. On this day, O2 stood alone in first place for Satisfaction scores, 12 points ahead of Vodafone and 19 points ahead of ‘least satisfied brand’ Everything Everywhere.
O2 seems to be doing everything right today. What remains to be seen is how long will it take for the other leading mobile providers to begin to follow suit on O2’s successful ways? Only time will tell…