The existing WiFi business model was not working and needed to be transformed. O2 created a new "wholesale" WiFi model where they own the customer experience by providing WiFi access at venues through partner hotspots. This new model allows O2 to build end user and venue relationships, integrate retail solutions, and generate customer data insights to provide new value solutions beyond basic Internet access. Success will be defined by putting customers first and using WiFi to enhance rather than replace cellular networks.

1. Commercial Motivation
& New Opportunities
for O2 Wifi

2. 2 Commercial Motivations and New Opportunities

3. The existing Wifi model was not working
3 Commercial Motivations and New Opportunities

4. The existing Wifi model was not working
Transform the market
4 Commercial Motivations and New Opportunities

5. June June Sep
2010 2011 2012
Rapid time to market
Jun 2010
Concept
agreed
5 Commercial Motivations and New Opportunities

6. June June Sep
2010 2011 2012
Rapid time to market
Aug 2011
Jun 2010 Mar 2011 Apr 2012
First
Concept First O2 1000+
Partner
agreed hot spot hot spots
hot spot
Sep 2010
Jan 2011
Develop
PR starts
platform
6 Commercial Motivations and New Opportunities

7. June June Sept
2010 2011 2012
Rapid time to market
Aug 2011
Jun 2010 Mar 2011 Apr 2012
First
Concept First O2 1000+
Partner
agreed hot spot hot spots
hot spot
Sep 2012
Sep 2010
Jan 2011 5000+
Develop
PR starts hot spots
platform
7 Commercial Motivations and New Opportunities

8. Why change the wifi model?
Old
Model
8 Commercial Motivations and New Opportunities

9. Why change the wifi model?
Old
Model
9 Commercial Motivations and New Opportunities

10. Why change the wifi model?
Old
Model
Own the “Wholesale” Wifi
Experience
Model O2 Wifi
10 Commercial Motivations and New Opportunities

11. Why change the wifi model?
Old
Model
Own the “Wholesale” Wifi
Experience
Model O2 Wifi
11 Commercial Motivations and New Opportunities

12. New value solutions
End User Brand reach
Relationship
Priority Moments
Venue Managed Wifi
Relationship Integrated
O2 Wifi O2 Media
Customer Retail Solutions
Data O2 Money
Data Analytics
Platform
O2 Unify
12 Commercial Motivations and New Opportunities

13. Some final thoughts
Customer Experience not technology
Wifi is the enabler not the business model
Trust is paramount, both for venues and end users
Wifi increasing in relevance but complimentary to cellular
13 Commercial Motivations and New Opportunities

14. Success is ....
14 Commercial Motivations and New Opportunities

15. 15 Commercial Motivations and New Opportunities