The relaunch will include a “best seats” service, to allow members a choice over where they sit inside O2 venues, as well as being offered the chance to buy gig tickets before non-customers.
Priority will also focus on “moments”, that will allow O2 customers exclusive experiences, that could include intimate performances or access all areas passes.
Rival Vodafone runs a similar service dubbed Vodafone VIP that offers its customers tickets to Formula 1, festivals and fashion shows – including access to exclusive areas.
Orange runs Rockcorps, in partnership with BlackBerry and Channel 4, that allows customers and non-customers to volunteer for four hours in the community to earn access to exclusive concerts.
O2, Vodafone and Orange recently joined forces to develop Near Field Communications (NFC) technology in the UK, to allow users to pay for items via their mobiles and offer advertisers the opportunity to place location-based ads on smartphone devices.
As part of O2’s focus on music and loyalty, under its “thinking of you” marketing activity, the telecoms company executed the first ever “flash exit” – the reverse of a flash mob – in partnership with Tinie Tempah earlier this year.
O2 also recently launched a YouTube channel to showcase live gigs from the Academy venues it sponsors as part of its music affiliation.