iPhone, exclusivity and the great British public

As one exclusive mobile network contract is signed, another one ends and devices open up to more operators. But what does this mean for users?

All good things come to an end. And this week signals the beginning of the end of an era for O2.

On Friday, it launches a shiny new device, in the form of the Palm Pre, exclusively on its network.

It's already had a swanky celebrity filled launch party, worked the journalist and analyst circuit and put big bucks into the marketing and advertising campaigns.

However, the excitement around this big event hides a sadness of sorts. For, while the iPhone has been completely monogamous to the network in the UK since 2007, the love affair will soon be over and the relationship opened up to both Orange and Vodafone.

Advertisement
Advertisement - Article continues below
Advertisement - Article continues below

The beginning, not the end

When news first broke about the iPhone's fate, many were quick to make bold statements about O2's future and how much of a dent the iPhone would make once it moved out of the exclusive home its shared happily with O2 for the past few years. But O2 was quick to step in to try and silence the critics.

In an interview with the Guardian, the company's chief executive Ronan Dunne didn't hold back.

"The only prize to win was the exclusivity period it was then going to multiple operators and we have known that all along. To suggest it's some sort of coup amuses me slightly," he said in the interview.

"We were a successful business before the iPhone, we have been a successful business with the iPhone and we will be a successful business after it goes multi [operator]," he added.

Dunne's words echo those used during a conversation IT PRO had with Marc Overton, Orange's vice president of new business, wholesale and strategy, on the day the company announced a new mobile virtual network operator (MVNO) agreement with Transatel a deal that will enable it to bring MVNO brands onto the Orange network in as little as six weeks.

Advertisement - Article continues below

"There are a lot of new initiatives. Next year there'll be more of that. Just doing what we've done is not enough," he said in response to suggestions that 2010 will be an exciting year for the company, which now boasts iPhone contracts in 28 countries and territories.

"The iPhone is a hero device. It's important to note that without the iPhone we still had a very aggressive portfolio in that segment of the market. It's part of a portfolio of devices, not just one device," he adding, referencing the company's efforts around Android and Windows Mobile 6.5. "This is a very exciting time for Orange."

Featured Resources

What you need to know about migrating to SAP S/4HANA

Factors to assess how and when to begin migration

Download now

Your enterprise cloud solutions guide

Infrastructure designed to meet your company's IT needs for next-generation cloud applications

Download now

Testing for compliance just became easier

How you can use technology to ensure compliance in your organisation

Download now

Best practices for implementing security awareness training

How to develop a security awareness programme that will actually change behaviour

Download now
Advertisement

Most Popular

Visit/policy-legislation/data-governance/354496/brexit-security-talks-under-threat-after-uk-accused-of
data governance

Brexit security talks under threat after UK accused of illegally copying Schengen data

10 Jan 2020
Visit/security/cyber-security/354468/if-not-passwords-then-what
cyber security

If not passwords then what?

8 Jan 2020
Visit/web-browser/30394/what-is-http-error-503-and-how-do-you-fix-it
web browser

What is HTTP error 503 and how do you fix it?

7 Jan 2020
Visit/policy-legislation/31772/gdpr-and-brexit-how-will-one-affect-the-other
Policy & legislation

GDPR and Brexit: How will one affect the other?

9 Jan 2020