O2, the brand of the Telefónica group, reaches its eighth anniversary in the Spanish market after having renewed its digital experience and expanded its catalog of services, according to what the company has stated in a statement released this Tuesday.
The operator emphasizes that it reaches this date "maintaining the essence and brand purpose with which it was born in 2018: offering a simple and clear relationship with the customer, based on honesty, transparency, and respect for their time".
These conclusions are supported by an internal study on the brand carried out with a sample of users of fiber and mobile phone services.
It maintains "intact" its relationship with customers
During these eight years, O2 emphasizes that it has kept its way of relating to users "intact," while it has "expanded and improved its offer, facilitating access to more and better services and digital features without renouncing simplicity and transparency". The company has gone from initially offering two types of products to now having four modalities: mobile only, fiber only, fiber and mobile, and fiber, mobile and television.
According to the study, 97% of its customers associate their operator with peace of mind and 93% perceive it as honest and transparent. Likewise, 97% say that O2 fulfills its promise of not including surprises on the bill, an "important" attribute for 83% of the market when choosing an operator.
Users also highlight the absence of surprises (92%), transparency (93%), and respect for their time (87%). The director of O2 Spain, Mariano Domecq, has highlighted that "eight years later, O2 demonstrates that it is possible to offer more and better services while maintaining a simple, honest, and transparent relationship with the customer and in this way also becoming the best way for citizens to access digital technologies, always bearing in mind that the true measure of its quality is the trust of customers".
Positioning centered on tranquility
These principles underpin its new campaign "Que te lo cuente un amigo" by O2, with which the company commemorates its anniversary. The action emphasizes the real experience of its customers and their ability to recommend, inviting consumers to ask O2 users directly about their experience with the brand, "trusting that the best advertising is the word of its customers". According to its data, 82% of customers would recommend O2.
The campaign continues the positioning that the company has been building around tranquility and that had already guided its previous initiative, "When everything works, you breathe," focused on a simple and worry-free experience so that people can dedicate their time and attention to what truly matters to them.
The evolution of the brand can also be seen in the improvement of its rates and features. At its launch, the mobile-only offer included 20 gigabytes (GB) for 20 euros per month; today, for that same fee, it offers 300 GB, fifteen times more.
In the convergent field, a 45-euro rate that initially offered 100 megabits per second (Mbps) of fiber and 20 mobile GB has gone on to have an option with 600 Mbps, 60 GB and content from Movistar Plus and Disney+. To this evolution have been added services such as O2 Cloud (cloud storage included in all O2 mobile rates at no additional cost), 5G+, Segunda Residencia, and WiFi 7, eSIM and MultiSIM.
The company also markets mobile devices and an entertainment offering that integrates platforms such as Movistar Plus, Netflix and Disney+. In parallel, the digital experience has been updated: O2 has recently renewed part of the design of its website and incorporated a new rate configurator to make customer choice easier.