O2 UK challenges Orange with new location-based coupon service

O2 UK launched a new location-based advertising service that enables retailers to send offers and coupons directly to O2 subscribers.

Branded "Priority Moments," the O2 service will directly challenge the long-running, and highly successful "Orange Wednesdays," which offers heavily discounted cinema tickets to Orange customers.

O2 said Priority Moments is backed by a £6 million promotional campaign alerting its subscribers to the offers they can receive, based upon their location, from major retailers. Odeon Cinemas, a major UK cinema chain, is among the 30 retailers that have initially agreed to use the new service and will be offering 50 per cent off adult and teenager tickets from Sunday to Thursday.

O2 said that the new service goes beyond current voucher schemes by combining exclusive deals from major brands together with enhanced experiences such as early access to sales, free delivery or other offers.

"The key word here is priority," Sally Cowdry, O2's marketing and consumer director, said in a statement. "This is not a tactical programme of one-off deals--it's about building a long-term, nationwide service that benefits both our customers and our partners. The combination of mobile, great offers and experiences by trusted companies with long term partnerships creates what we believe is a special service."

O2 maintains that Priority Moments is different from its O2 Media "You Are Here" service which is based upon push advertising. Both services are distinct from each other and complementary, Cowdry said. Priority Moments is available next week via a downloadable iPhone and Android app and is also accessible from all mobile phones.

For more:
- see this O2UK press statement
- see this New Media Age article
- see this Mobile Today article

Related Articles:
O2 UK location-based ads prove a hit for fitness gym chain
O2 UK's mobile coupon efforts drive high returns for retailers
Rumour Mill: Privacy legislation imminent for location services?
Vodafone's OneNet gains traction across Europe