1) O2's goal is to help customers connect to their personal interests through simpler, easier and better experiences wherever and whenever they want. 2) O2's media vision is to build the leading personalized media business by using customer data to intelligently target messages and offers. 3) Growth in mobile media will come from location-based messaging that provides relevant offers to customers based on their interests and location, as well as from using customer data and analytics to deliver personalized experiences across online, mobile, and other media platforms.