Telefónica will be launching “in beta mode” the next 20th of June the new brand in Spain, O2, the telecommunications company wants to target those customers who seek premium services with a simple offer, which will include a one-time fee of mobile and other convergent, without permanence, without tv built-in or trade promotions and personalized attention. However, the commercial launch of bulk is expected for mid-September.
The rate only mobile will offer unlimited calls and 20 GB of data for a price of 20 euros per month. However, the rate convergent with the same offer to mobile and in addition 100 Mbps for fiber and landline phone with unlimited calls to fixed national will have two prices, which did not seem to square much with the concept of single ticket prices, but neither is it the fault of the Phone: it will cost 58 euros in almost all of Spain because it has the prices regulated by the National Commission of the Markets and the Telecommunications (CNMC), but will go down to 45 euros in the 66 cities where it is allowed to compete em price by having three or more fiber networks, or cable of different operators.
In this sense, the director of Strategy Multi-brand of Telefónica Spain, Pedro Serrahima, has been shown critical with this limitation marked by the regulation, although of course the company will comply, and has asked the CNMC to review your list of competitive cities, dating back to two years ago, as currently there are 66 but 250 those that fulfil the conditions set. In this context, O2 has committed to implementing from September a system to compensate customers for that difference of 13 euros a months and to adjust the rate automatically as soon as a pass to be a city considered to be competitive.
The 66 municipalities in which O2 will provide their best price is, Albacete, spain, Alboraya, Alcala de Guadaíra, Alcalá de Henares, Alcorcón, Alicante, Almería, spain, Alzira, Arganda del Rey, Badalona, Barcelona, Burgos, Cádiz, Castellón de la Plana, Cerdanyola del Vallès, Cordoba, Cornellà de Llobregat, Coslada, Two Sisters, Elche, Fuengirola, Fuenlabrada, Getafe, Gijon, Granada, Granollers, Guadalajara, L’hospitalet de Llobregat, Huelva, Jaén, Jerez de la Frontera, Leganes, Leon, Lleida, Logroño, Madrid, Malaga, Mataro, Mislata, Móstoles, Murcia, Oviedo, Palencia, Parla, Paternal, Pinto, Reus, Las Rozas de Madrid, Sabadell, Salamanca, Sant Vicent del Raspeig, Sant Adrià de Besòs, Santa Coloma de Gramenet, Seville, spain, Tavernes Blanques, Terrassa, Toledo, Torrejón de Ardoz, Torrent, Valdemoro, Valencia, Valladolid, Vigo, Vilafranca del Penedès, Vila-real and Zaragoza.
O2 will also offer, both in the form of fiber, such as in the mobile, the possibility of hiring up to three additional lines of mobile, with 10 GB of data, unlimited calls to national destinations and unlimited SMS at a price of 15 euros per month for each of them.
A space between the bid premium and the ‘low cost’
In addition, the former director general of Pepephone has had the effect of O2 is a project aimed at customers who want “a simple product, a price simple, and a relationship with the customer is simple”, and that attempts to occupy a space between the premium and low cost, which is not just covered in the Spanish market and that “what little there is is in the process of abandonment”.
Therefore, it has an impact on O2 is a operated focused only on communications, without offering other add-on services, and has stressed that it is not a company low cost, a segment for which the Telefónica group already has with the brand, whose commercial offer has announced that it will be revised in the coming months to “play in the segment ‘low cost”.
Serrahima has denied that the launch of this new brand, launched in just four months and with staff that was already in the group, it may “cannibalize” the rest of emblems of the company. In addition, it has an impact on that in the market there may be similar offers in price, as of MásMóvil, but none with this simplicity, this level of coverage and this treatment to the client.
Without bothering the client with self-care
On the other hand, Serrahima has pointed out that O2, teaches that Telefónica operates in countries such as the Uk and Germany, it is considered “one of the best brands in the world” and an important asset within the group. In addition, it represents what they are looking for with this project, because the oxygen is “something essential, but not annoying.” In this regard, it ensures that the customer does not receive commercial information or advertising, or own O2 or any third party, as your objective is only to offer a simple proposition with a product is reasonable and the reliability of technology, which offers the Telefónica group, as well as a customer easy and the more personalized as possible.
In fact, Telefonica will be a tv channel of its own call (1551), in addition to e-mail and chat, and intended that, whenever available, to the customer to be serviced by the same person. The operators will not have any incentive for the sale of products and will be located in centres that already have the group in Malaga, Barcelona, Madrid and La Coruña.
In addition, you agree that when a client claimed an amount that creates charged improperly, O2 will refund the money that you request and, thereafter, shall analyze the case. Only in the case of the O2 show that who was right was the company, they will make the payment of the amount referred to.