O2 lets customers trial pre-launch products

O2 has launched a new platform that allows its customers to give the company feedback on pre-launch products and in turn make those consumers feel more engaged with and loyal to the brand.


The company’s 1st Edition platform aims to improve customer experience and bring products and services to market quicker.

Customers can trial any applications branded “1st Edition” from the Android, Apple and BlackBerry app stores, with their feedback featuring on a dedicated 1st Edition website. The first app available to trial is O2 Connect, which allows users to make free calls via the internet.

The 1st Edition platform forms part of O2 parent company Telefónica’s digital growth strategy and investment in new product development.

The company created a new division, Telefónica Digital in September to create new products to add customer value beyond its traditional voice, text and data offerings.

Ronan Dunne, CEO of Telefónica UK, says: “Customers today expect and enjoy being able to be part of a live dialogue to help improve products on the go. 1st Edition presents an opportunity to ignite conversations with our customers and enable them to shape our products and services through hands-on feedback.

“It will also be a key business driver for innovation and help increase our speed to market in an increasingly crowded marketplace.”

Unilever also launched a similar application earlier this year, which invites consumers to give them feedback on brand initiatives and in turn rewards them with vouchers or invites to VIP events.

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