O2 More will deliver personalised campaigns for advertisers and give O2 customers access to a range of offers from 50 brands including Adidas, Blockbuster and Cadbury and Interflora.
The opt-in programme will allow customers to disclose their preferences, which will then be matched to data O2 holds on them such as phone usage and location. An ad will then be served to that customer based on their preferences.
O2 More will be headed up by Shaun Gregory, managing director of O2 Media, and a team up to 20 that will be based in new offices in London. The new location will give potential customers the opportunity to understand first-hand the benefits of O2's personalised media approach.
O2 More will include a rapidly expanding team, including Simon Voysey who joins O2 Media from Blinx, where he was sales director. He will join as business manager servicing media agency Omnicom.
In addition, O2 More has made another new senior hire with a new head of media products and services, Jason Tunstall, who joins from Yahoo, where he was mobile advertising senior product manager. Rachel Rimmington also joins in the loyalty team. She was previously regional sales manager at O2.
At launch, customers will be sent up to one text a day with offers that will include discounts from high street retailers and restaurants, special holiday offers and trials of new services or information about forthcoming launches. Ad formats will include text, personalised and coupons and click to call ads.