O2 targets £1.4 billion international calling market

O2 has set its sights on becoming the leader in the £1.4 billion international call market by doubling its current market share with the launch of International Favourites.

Offering excellent value for money, convenience and simplicity, International Favourites will be one of the best deals on offer for the six million people that regularly call abroad when it launches at the end of October.

Available as a bolt on for O2 consumer and small business mobile customers, International Favourites will put an end to clock watching when calling abroad with a huge bundle of minutes, and no hidden catches.

For £10 per month customers get 3,000 minutes (50 hours) to three international landline numbers and for £20 per month they get 3,000 landline minutes and 200 mobile minutes to five international numbers.

Both options also come with an innovative ‘Call Me’ number which gives customers a local phone number in one of 42 countries that connects directly to their UK mobile. Their family and friends in that country can then call their O2 mobile without paying international call charges.

The launch of International Favourites follows the acquisition of innovative Silicon Valley-based Jajah earlier this year. Jajah’s expertise in VoIP has been crucial to the development of this product, particularly the Call Me number. International Favourites is the first of a wider portfolio of international calling products that O2 plans to launch to boost its share of this market.

“International calling is a poorly served market. It can be expensive, complex and is renowned for hidden catches and scams,” said Sally Cowdry, O2 marketing director. “With International Favourites we have used the innovation that the Jajah acquisition brought us to create a genuinely unique proposition which offers a fresh approach to the market. It gives our customers a great value and convenient option for connecting with their friends and families abroad through their mobiles.”

For those who call abroad regularly, International Favourites is a compelling alternative to internet-based calling services. Unlike these services, which often tie customers to their computers, International Favourites offers the added convenience of staying in touch with friends and family abroad using a high quality connection through their mobile phone.

International Favourites will be available from October 26 to O2 Pay Monthly, Pay & Go and small business customers.

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