GIFFGAFF
29 September 2009
People power goes mobile with the latest business model, a user generated mobile network which is solely based online
- Brand
- giffgaff
- Media Type
- Mobile
- Product Category
- Telecommunications
- Country
- UK
- Source
- News
- Tags
- Mobile
- O2
- Social Movement
- Social Networking
- UGC
Running on the O2 network giffgaff
(which means to give and receive in Scottish, apparently) will operate
on the absolute basic costs with no high street overheads and will
provide a SIM only service, a market which grew 95.9% last year,
according to TNS April 2009 UK Panel Research. www.giffgaff.com
Once signed up, users are rewarded by their level of interaction with giffgaff, which can be done through referrals, by creating their own user-generated campaign, or voting on business decisions which are posted online. The rewards can be via credit rebates, cash, or donations to a charity of their choice.
The launch campaign is all rather hush-hush at the moment with hints towards a viral and digital focus, although it has been revealed that the branding and image of giffgaff will again be handed over to consumers.
To get giffgaff to this point however O2 have enlisted the help of a few big players in the London digital scene. Albion London was responsible for business strategy, naming, web design and usability, planning and brand strategy and are working in partnership with Splendid Communications, London for the PR and digital outreach campaign, SomeOne, London for the identity and Zenith, London for the media strategy.
With the increasing competition in mobile networks and the ever decreasing value that customers place on calls and texts, carriers have to look for alternative ways to get ahead. It's a great thing to see a monolithic and to date notably successful company such as O2 involved in such a future facing initiative. giffgaff's 'open arms' ethics may not be the answer for everyone, but it certainly shows O2's interest and commitment to the future of communication and business.
Mark Stansfeld, Chairman of giffgaff and Non-Executive O2 Director commented, 'O2 is a business that has grown successfully through identifying and embracing emerging customer needs. We are confident that this innovative model will appeal to a whole new segment of customers who want to have a dialogue with brands rather than a more traditional, arms length relationship'.
Once signed up, users are rewarded by their level of interaction with giffgaff, which can be done through referrals, by creating their own user-generated campaign, or voting on business decisions which are posted online. The rewards can be via credit rebates, cash, or donations to a charity of their choice.
The launch campaign is all rather hush-hush at the moment with hints towards a viral and digital focus, although it has been revealed that the branding and image of giffgaff will again be handed over to consumers.
To get giffgaff to this point however O2 have enlisted the help of a few big players in the London digital scene. Albion London was responsible for business strategy, naming, web design and usability, planning and brand strategy and are working in partnership with Splendid Communications, London for the PR and digital outreach campaign, SomeOne, London for the identity and Zenith, London for the media strategy.
With the increasing competition in mobile networks and the ever decreasing value that customers place on calls and texts, carriers have to look for alternative ways to get ahead. It's a great thing to see a monolithic and to date notably successful company such as O2 involved in such a future facing initiative. giffgaff's 'open arms' ethics may not be the answer for everyone, but it certainly shows O2's interest and commitment to the future of communication and business.
Mark Stansfeld, Chairman of giffgaff and Non-Executive O2 Director commented, 'O2 is a business that has grown successfully through identifying and embracing emerging customer needs. We are confident that this innovative model will appeal to a whole new segment of customers who want to have a dialogue with brands rather than a more traditional, arms length relationship'.
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