Marketplace - O2 Ireland

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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
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Marketplace - O2 Ireland

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