O2

Identifying & developing sustainable new revenue streams aimed at capturing new market segments.

Challenge

When O2, a leading provider of mobile services to consumers and businesses in the UK, required assistance in developing new sustainable revenue streams, separate from their core product and service offerings, they came to Edengene for advice and a practical approach.

Edengene's Approach

Working alongside O2, Edengene:

• Developed a comprehensive innovation programme
• Designed and implemented the framework for identifying new revenue streams
• Devised a range of tools and techniques necessary for idea generation and opportunity development
• Co-developed a number of propositions to help O2 increase their portfolio of new ideas

Outcome

One such proposition was a service targeting migrant workers:

• Considering the large number of Polish migrants entering the UK, the opportunity to provide differentiated mobile services for this untapped market was highlighted
• Edengene validated this prospect by conducting extensive market research in Polish, and identified an untapped need
• In collaboration with O2, we devised a package that included preferential rates for calling Poland, along with services and support in their native language
• This was taken to market and enjoyed a successful integration into the O2 product set
• There are currently a number of other differentiated product offerings which are currently undergoing market testing.