Telefonica-owned O2 UK, the largest mobile operator in the country with over 20 million customers, is rolling out ‘International Favorites’, a new low cost international calling service with the aim to double its market share of overseas calls.
The Jajah-powered solution lets O2 customers dial a local number to call friends and family abroad. O2 International Favorites customers can also give their international friends and family a local number, in over 40 countries, to call back to the UK, which is pretty neat and obviously cuts the cost of ‘calling home’ from a mobile phone dramatically since those calls can be included in any bundled minutes.
In an attempt to achieve that doubling of market share, International Favorites will be given a major marketing and advertising push, a “first” for an IP calling solution, claims O2.
Furthermore, Telefonica says that its Jajah-powered offering has been “extremely successful” in Germany. We’ll be watching the UK launch closely.