O2 needs to sort out its priorities
Well, I've been in this business for a long time and seen some dippy things, but the O2 announcement takes the biscuit. Maybe Mike Fairman should do a simple calculation. O2 spends an inordinate amount of money on advertising its services, yet where I live I have to drive nearly 16 miles to get an O2 signal. No, I don't live in the Antarctic, I live on the border of England and Wales.
Mr Fairman should consider a much better method to beat his competition and win more customers. All he needs is add more base stations (or co-locate with existing base stations) in the rural and country areas of the UK. That will bring more new customers to his company and reduce churn at the same time. The best advertising is word of mouth, not massive trade show stands and pointless logo promotion.
Perhaps he hasn't noticed that dear old BT has been stealthily decommissioning phone boxes in the boondocks for some time, so mobile telephony is the only choice. He should also play catch-up with Vodafone before it's too late and invest in 3G Access Gateways before his competition force him to publicly flog his management team for wearing blindfolds.