O2 has this week reached the 10 million customer mark for its personalised media platform, O2 More.
The O2 More platform now accounts for almost 50 per cent of the network carrier's total customer base.
O2 More is an advertising service that uses permission based, aggregated customer data to provide targeted media messaging. It sends consumers one message a day, detailing special offers, and has been used by House of Fraser, Bulmers Cider and the Co-operative Group.
"We saw from the recent IAB Mobile Adspend Study that the industry is growing at incredibly fast rate and our sector in particular grew a huge 241% last year", explained Claire Valoti, managing director at O2 Media.
"We know the appetite is there from agencies and clients for engaging with consumers directly on their mobile devices. We have been working hard to grow our audience, ensure that our data is the best in the industry and develop and evolve our redemption and measurement."
O2 More has grown from a simple messaging service, to a media service that uses location based information and often works in conjunction with O2 Wi-Fi and Priority Moments.
O2 Media attribute this growth to the increasing popularity of the smartphone market and success of services such as O2 Priority Moments, and O2 More.