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O2 Priority Moments May Spark More LBS Schemes

O2 Priority Moments is the first timid step a major UK mobile phone operator has made in the field of location based services (LBS), one which will allow retailers to communicate more effectively with O2 customers.

The company has invested a whopping £6 million in an above-the-line campaign that will showcase the array of deals from high street brands on offer; these will be exclusive to O2 for its 22 million or so customers based on their real time location.

O2 marketing and consumer director Sally Cowdry (opens in new tab) said, "This is not a tactical programme of cheap one-off deals – it’s about building a long-term, nationwide service that benefits both our customers and our partners. With Priority Moments we are bringing our customers exclusive, high-quality offers and experiences from their favourite brands, in a way that works for them."

O2 says that customers could be saving up to £105 per month on deals from Chez Gerard, O2, The Fragance Shop, Viagogo or National Express amongst others.

40 individual offers from 30 brands across a staggering 3500 locations are included in the initial launch and will be available from O2 customers on PAYG and contract to download or access via their handsets.

The system uses the phone's GPS for iPhone and Android users and network look up for mobile or Wi-Fi for mobile web users.

Vodafone teamed up with Vouchercloud to offer a mobile voucher app at the end of May 2011. Orange and T-Mobile also offer customers exclusive deals which means that only 3 UK - amongst big network operators - doesn't yet have a customer-only scheme.

Désiré Athow

Désiré has been musing and writing about technology during a career spanning four decades. He dabbled in website building and web hosting when DHTML and frames were en vogue and started writing about the impact of technology on society just before the start of the Y2K hysteria at the turn of the last millennium. Following an eight-year stint at where he discovered the joys of global tech-fests, Désiré now heads up TechRadar Pro. Previously he was a freelance technology journalist at Incisive Media, Breakthrough Publishing and Vnunet, and Business Magazine. He also launched and hosted the first Tech Radio Show on Radio Plus.