O2 Media provides advertising and exclusive offers to existing O2 customers who subscribe to receive them. One of O2 Media’s products is a location-based service called You Are Here (YAH), which builds a geo-fence (an invisible circumference) around key locations such as retail outlets, enabling it to target subscribers with relevant offers and advertising, via SMS and MMS, based on their preferences. Following the launch of YAH, O2 Media wanted to grow the number of customers it could locate each day and thereby increase the revenue it generated from retailers using the service.
PA provided specialist project and programme management support to scale up the existing system’s capabilities in order to reach more customers. This involved working with internal and system to finally operate at its designed capacity, and supporting the growth of business operations. Within nine months, we enabled O2 Media to locate a targetable audience of more than two million users every day, more than doubling the initial capacity.
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