There are countless papers on O2 that have charted an 8-year history from troubled BT Cellnet right through to successful rebirth and market dominance.
However by the end of 2011, O2 had only just begun to realise a new realm of possibilities with a redefining sponsorship of The O2 and Priority tickets for its customers. This paper charts what O2 did next, how they became more than just a network and kept on delivering for its customers.
In the last 5 years, there have been huge sea shifts in the market; the new threat of EE, the rising dominance of smartphone brands, the new possibilities of 4G, the disappearance of Phones4You and the increasing challenge presented by quad-play.
But through all that O2 has remained top dog.
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(Please note: parts of this case study may have been redacted for confidentiality purposes.)