Marketplace - O2 Ireland

O 2 Corporate Responsibility 2010
Marketplace
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O 2 Corporate Responsibility Report 2010
Marketplace
Marketplace
2010 was another challenging year for the Irish economy. In response to the
low levels of consumer and business confidence throughout the year, O2
remained focused on meeting customer needs by offering value for money and
innovative products and services. We also introduced some new ways to listen
to and engage with customers.
Value for Money
Here are some of the ways we offered value for money in 2010...
For our Prepay customers, we launched our ‘Join In This Summer’ campaign which offered free
O2 calls and texts and free social networking on Facebook, Twitter, Myspace and more with our
new O2 Social Link app when they topped up €20 per month.
We gave more value to our Bill pay customers with our O2 Clear 350 Price Plan. For €50 a
month, the plan offered 350 minutes, 150 texts, free evening and weekend calls and 3 months
unlimited free any network texts.
Join in This Summer Campaign
In September, we introduced a new bundled plan for our business customers called O2 Total
Business. This provides all mobile calls and texts, fixed broadband and fixed line calls in one
plan,on one monthly bill. We also launched a new price plan for the business Smartphone
market. The plan called O2 ReleaseEdge Plus, includes 3GB of data for email and internet usage,
free texts to all Irish mobiles, free calls to company O2 mobiles and free calls to ten company
landlines for €20 per month.
Free texts for all customers stranded abroad by volcano ash cloud
In April 2010, a volcano erupted under the Eyjafjallajökull glacier in Iceland. The ash cloud from
the erupting volcano grounded much of European air traffic for nearly a week. Airlines had to
cancel around 100,000 flights, stranding millions of passengers in airports across Europe. Many
people could not get home and had to either wait it out or organise alternative travel plans. In
situations such as these, people really rely on their mobile phone to contact families and friends
to let them know that they are OK and organise alternative plans. To help our O2 customers
stranded abroad, we gave them free text messages from Tuesday 20th April to midnight Friday
23rd April.
To communicate the initiative we placed advertisements in national newspapers to let family and
friends of those stranded know that they could text home for free. We also sent a press release
to all newspapers, TV and radio stations to communicate the message. In all we gave away
593,000 free text messages during the campaign.
New Products and Services
Here’s some new products and services that we added to our range in 2010
Mobile Wi-Fi device – O2 Hotshot
In October 2010, O2 launched the O2 Hotshot, a new product which enables customers to create
a mobile Wi-Fi zone wherever they go. The Wi-Fi zone is created through O2’s mobile broadband
service, and enables up to five devices - smartphones, laptops, iPads and more - to connect to the
internet simultaneously.
O2 Hotshot
Who Called
In October, we launched Who Called - a service that informs customers of missed calls that occur
when their phone is off, out of coverage or when they could not take the call. The service sends
a free text message with the number that tried to call, how many times they tried to call and the
time of the last call attempt.
One stop shop for Business
To help Irish businesses in 2010, we extended our range of landline and fixed broadband business
services for SMEs and larger businesses. We provided fixed line and mobile services, incorporating
broadband with free calls to O2 mobiles and free local, national and UK calls to landlines. This
“one stop shop” is designed to cover a company’s communications needs from €49.99 per
month.

O 2 Corporate Responsibility Report 2010
Marketplace
Customer Loyalty
Throughout 2010 we continued to reward customers for simply being with O2; through O2 Treats
and Priority Tickets for events at The O2.
O 2 Treats
O2 Treats
These come in the form of Daily Treats and Special Treats. Daily Treats are a selection of offers
such as eating out, shopping, travel, beauty and lots more. Special Treats are things like golf
lessons, spa treatments or weekend breaks. To date over 290,000 customers have signed up for
O2 Treats.
Priority Tickets
Through O2’s sponsorship of The O2 in Dublin, our customers can enjoy additional benefits
such as the ability to buy tickets up to 48 hours before they go on general release. To date over
342,000 customers have signed up for Priority Tickets.
Be The Difference Campaign
As official sponsor of the Irish rugby team, O2 developed the “Be the Difference” campaign
and website (www.bethedifference.ie) to bring supporters even closer to the team during the
championship.
At the start of the 2010 Irish rugby campaign O2 gave supporters the unique opportunity to
express their words of inspiration to the Irish team by uploading personalised ‘Team Talks’ onto
the “Be the Difference” website, which were then viewed by the team before each game.
Supporters were also able to register their support for the team at www.bethedifference.ie, with
their names being used to make up the actual numbers on the back of each players jersey.
The “Be The Difference” Campaign won the Business to Consumer category award at the
European Sponsorship Association’s (ESA) 2010 awards and received Bronze in the Cyber
Category at the Cannes International Advertising Awards 2010.
Customer Satisfaction
As a company, we aim to build a solid and long-lasting relationship with our customers, so we
constantly strive to drive customers’ satisfaction, which we measure via our Customer Satisfaction
Index (CSI).
We monitor the levels of satisfaction of our customers on an ongoing basis via customer surveys.
In particular, we continuously check that we are meeting customers’ expectations in terms of:
- Getting the basics right: network and handsets
- Delivering great customer service: customer care centre and stores
- Getting the price right and providing good value
The results from our surveys are reviewed monthly by a senior team who ensure actions are
continuously taken to keep driving Customer Satisfaction. In 2010 we succeeded in maintaining
high levels of customer satisfaction and we met our CSI target of 75 for 2010.
Our Customer Recovery team handle all formal written customer complaints on behalf of
Customer Care, with the main aim of bringing customer issues to full resolution. During 2010, we
received 14,887 verbal and written complaints. The top five rolling complaint topics were:
- Handset Issues
- Media/Marketing
- Contract Queries
- Upgrade Queries
- Data Charges
O2 Be The Difference

O 2 Corporate Responsibility Report 2010
Marketplace
Customer Dialogue
During 2010, we continued to create new ways to engage with our customers and for our
customers to talk to us and each other. We completely redesigned our website www.o2.ie to
make it more social. There is now a blog section on the homepage called ‘Stuff we like’ that we
update every day. One day it might be our rugby campaign, another day it might feature one of
the young people involved in our Think Big initiative. In January 2011 alone this resulted in over
10,000 comments from customers.
Stuff We Like O2 Blog
We’ve trained up 100 non-customer service employees on Twitter, and they are starting to help
with customer queries and questions on Twitter. We’ve added Facebook like buttons, Twitter
feeds and a comprehensive customer review section on our shop pages, as we know customers
like to read the views of other people when considering buying online. We’ve changed roles of
some O2 employees to officially include updating Facebook and Twitter as part of their roles as
content publishers.
The O2 Ideas Room (www.o2.ie/ideasroom) is a dedicated blog which enables businesses to
talk to each other online and to share expert advice on a range of areas. With the Ideas Room we
wanted to create an online community where businesses can not only access information of value
to their organisation but also participate in and contribute to the conversation themselves.
O2 Forum
The O2 Forum is an online tool that our customers can use as a way to stay in touch with new
developments at O2. As well as offering customer care, it helps build a community spirit within
the forum itself.
Customers feel part of O2 and they do their best to help each other find the best plan, handset or
solution to a problem that they many have with their phone. Feedback on products and services
helps us generate insight to improve them as well as inspiring ideas for potential future products.
New Help & Support Portal
In 2010, a new Help & Support portal was developed to aid our call reduction programme. The
Help & Support portal combines our knowledge base and our interactive online community in
the Help section of www.o2.ie. On 31st December 2010 our online community had 31,917
registered users and was receiving on average 513 interactions per day. We have also centralised
our complaints channels so all formal written complaints are managed through our Customer
First Team.
Accessibility and Digital Inclusion
At O2, our goal is to share the benefits of mobile communications with under-represented groups
within our society. Some of the main initiatives we undertake as part of our Accessibility and
Digital Inclusion programme are:
O2 Ability Awards Winners
O2 Ability Awards
The O2 Ability Awards is an awards programme which recognises organisations for best
practice in the inclusion of people with disabilities as employees, customers and members of
the community. In May 2010 we sponsored the 4th O2 Ability Awards which is run by disability
organisation Kanchi. Abbott Vascular and Cavan County Council were announced as overall
O2 Ability Award 2010 winners, in the categories for Private sector and Non-Private sector. The
overall winner for a Small Company went to Kernan’s Eurospar, Donegal.
In 2009, O2 and Kanchi announced that the awards initiative was to be exported to Spain in
partnership with O2’s parent company, Telefónica. The first Spanish awards took place in January
2011, at which Telefónica also confirmed that the awards initiative would be exported to a
further 4 countries in its international network.

O 2 Corporate Responsibility Report 2010
Marketplace
Grace iPhone App
Diversity and Disability Online Training
Following a companywide Disability Audit which was conducted by disability consultants from
Kanchi, one of our main objectives was to embed diversity and inclusion awareness across the
business. In 2010 we set ourselves the target of training up 80% of our staff in Diversity and
Disability awareness. With over 1.7 million customers, representing people from all walks of
life, our workforce reflects the diversity in our community. As a result our efforts to understand,
value and incorporate differences in terms of how we go about our business, internally and
externally, becomes increasingly more important. To help us achieve this understanding we
created an interactive Diversity and Disability e-learning course to help our employees gain further
knowledge and skills in this area. Due to a technical issue for our retail staff in accessing the
online training system, we achieved a 76% completion rate by December 2010. However, this
technical issue is now resolved and we are hoping to exceed our target of 80% by July 2011.
Grace iPhone app
The Grace iPhone app was successfully launched in March 2010. The app helps children with
autism to communicate better and, to date, there have been over 360 downloads. O2 won the
Best Marketplace Award at the Chambers Ireland Corporate Responsibility Awards in September
2010 for our involvement in the project.
Headstrong - our New Charity Partner
In 2010, our four and half year partnership with Irish Autism Action came to an end. Our new
community partner in our Think Big social action programme is Headstrong, an organisation
dedicated to changing how Ireland thinks about young people and their mental health. Through
Think Big, young people will be able to deliver projects in their community that will make a
difference to young people’s mental health.
Willing Able Mentoring
We partnered with WAM (Willing Able Mentoring), an organisation which helps facilitate a
graduate programme for people with disabilities. We recruited 1 graduate for over a year through
this programme in our sponsorship department.
Launch of NCI Affinity Scheme
National College of Ireland Affinity scheme
In October 2010, we launched a two year Affinity scheme with the National College of Ireland
(NCI). Through this scheme, O2 will donate up to 5% of eligible O2 customer’s monthly spend
excluding spend on data, premium services and international roaming to the NCI. All money
generated through the NCI Affinity scheme will go directly towards the student disability support
services in the college.
ComReg Disability Forum
O2 is a member of the ComReg Disability Forum, which focuses on the telecommunications
industry as a whole, promoting the development of relevant and appropriate telecoms services for
customers with special needs.
O2 supports third level students by offering discounted mobile broadband costs
HEAnet is Ireland’s National Education and Research Network and provides networking services
to all Irish universities and Institutes of Technology and other higher education and research
organisations. In August, O2 signed a new one year deal with HEAnet to offer discounted mobile
broadband for students. Students can get O2’s Mobile Broadband service for only €9.99 per
month for a 10GB monthly data allowance on a 12 month contract.
Launch of HEAnet Scheme
Digital Community in partnership with St Andrews Resource Centre
During 2010, we continued to support St Andrews Resource Centre’s Digital Community project
which delivers IT services to local people of all ages throughout the community. The groups
supported directly by O2’s funding; the Silver Surfers, a group of senior citizens who use IT for
education and recreation; the IT Literacy Group which is a group of adults who are working with
IT to improve their literacy and computer skills; and the Cyber Kids - a group of local children who
are learning higher-end IT skills for educational purposes.

O 2 Corporate Responsibility Report 2010
Marketplace
Child Protection Programme
O2 is committed to “creating an environment in which children can safely use information and
communication technologies”. That is why we provide parents and children with the tools and
information they need to use our products and services safely. Throughout 2010 we continued to
implement this policy objective. We follow the principles of the Irish Cellular Industry Association’s
(ICIA) voluntary Code of Practice on the responsible and secure use of mobile phones.
Chambers Ireland CSR Awards
We are members of the Internet Service Providers Association of Ireland (ISPAI) and we abide
by its code. We also promote hotline.ie, the online specialist reporting service from the ISPAI to
combat illegal child pornography online. We have a number of controls to help parents and their
children stay safe while using a mobile phone. Internet access controls are in place where parents
can register on their child’s mobile phone account and tailor or block their child’s access to the
internet. We have age verification procedures where anyone who buys a prepay phone must
show proof of age in order to be granted access to age-restricted content.
Under the Telefónica umbrella, O2 in Ireland is a signatory to the European Framework on Safer
Mobile Use by Younger Teenagers and Children and we are committed to providing advice, raising
awareness and ensuring proper controls are in place regarding access to inappropriate content.
During 2010 we concentrated on training up our frontline retail staff on our child protection
measures. The aim of this training programme was to help retail staff to assist parents with
queries about keeping children safe while using a mobile phone. Throughout the year, we also
updated our Checklist for Parents and our Child Protection website - www.o2.ie/childprotection
Cyberbullying - Block It
Cyberbullying refers to bullying using technology such as mobile phones, email, internet forums,
chat rooms and social networking sites and remains an issue in our sector. In 2009, we launched
a new service called Block It to help overcome the problem of bullying on mobile phones. Block
It is free of charge and allows customers to block unwanted text, picture and video messages
from other mobile phone numbers. The service can block messages sent from any Irish mobile
network and works on any mobile handset. To initially set up the service, customers can simply
text BLOCK IT START to 50216. Once registered, to block a number the customer texts the
word BLOCK and the mobile phone number go 50216. This will stop all text, picture and video
messages coming from this number.
During the year Block It received national and international recognition. In September 2010, Block
It helped O2 to win the Marketplace Customer section at the Chambers Ireland CSR Awards.
Block It was also chosen as an example of a Best Practice Corporate Responsibility initiative by
CSR Europe. As a result, O2 was selected to showcase Block It at the CSR Europe Enterprise 2020
event in Brussels in October 2010. This event featured a showcase of Best practice CSR examples
amongst 40 leading European businesses.