2021 TMS Awards winner, O2

Bubl: The blue robot that transformed a telco's fortunes

The telco industry was facing greater commoditisation than ever before.

O2 found itself being squeezed in both directions - between the major networks with unique core benefits; and the value-led Mobile Virtual Network Operators (MVNOs), gaining in prominence and market share, and driving a race to the bottom with increasingly aggressive pricing.

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