O2 launches Bluebook mobile data storage service

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O2 has unveiled a new service that automatically backs up mobile phone content, such as text and photo messages and numbers, for users to ensure their data - and associated memories - is not completely lost in the event of a problem.

The service, dubbed O2 Bluebook, is being offered to all customers free of charge and is aimed at letting users manage, edit and share their mobile life by means of a secure personal website, according to O2.

It has been created in response to the fact that people no longer use their phones to just call or text people and also includes a blogging service called Blueblog that enables users to document their activities using photos and texts saved directly from their handsets.

Once users have signed up for the service, they need to follow an online tutorial to synchronise their data and then all SMS or MMS messages are automatically backed up online. If they want to back up photos, they're required to send them via MMS to 40202, although this will not cost them a penny.

"With text messages replacing letters and camera phones replacing photo albums, people's memories are increasingly going digital," said Sally Cowdry, marketing director at O2 UK. "We understand that customers are concerned with losing their memories but that backing up can be complex. So we have created Bluebook with these insights in mind to offer customers a simple but effective way of backing up everything on their mobile and enabling them to edit and share their memories."

Users can also access Bluebook through O2 Active, enabling them to manage their account and share messages and photos on the go.

The only downside of this free service is the fact that Bluebook makes use of SyncML technology to back-up address book details which, at present, is only compatible with around 50 per cent of handsets on the O2 network.

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