Feeds

Telefonica recruits EA to lure punters with games, deals

O2 might be a bit-pipe, but Telefonica won't be

High performance access to file storage

Telefonica Digital, the service branch of O2's owner, has signed a content deal with Electronic Arts in the hope of cementing customer relationships with bundled deals.

The contract allows Telefonica Digital to create promotions based around EA games including The Sims, FIFA and Monopoly, with the stated intention of turning the brand into a purchasing destination for any mobile customer, rather than a portal for those on the O2 network.

Telefonica, which operates in the UK under the O2 brand, announced last September that it would be setting up a "digital" division to create and sell content, as opposed to network services. That division is already running VoIP service Jajah, which Telefonica acquired back in 2009, but deals like this one with EA will give it more control over content, and more freedom to create promotional packages.

UK customers, for example, will now get three months of free EA games with their first purchase, something which Telefonica hopes will attract more customers and get some feature phone owners downloading applications. While that's going on, Telefonica will be looking at the numbers with a view to offering more subscription-based gaming, and other packaged offerings.

“By making a differentiated play in this most emotive and immersive entertainment medium we are fostering a much deeper connection with our customers – another significant step in becoming a true aggregator of experiences," says the canned statement, and while the offering is for O2 customers today the plan is clearly to spread beyond that base.

All the network operators are struggling to avoid becoming mere "bit pipes", as the fixed ISPs have largely become, but strategies differ. Telefonica's decision to split its content services from the telco side is to be applauded, though it's not without precedent.

Those with long memories will recall when the content part of O2 – Genie – was based in Hammersmith, while the telco was in the wilds of Slough. Combining the two was culturally difficult; the sharp end of convergence, not to mention the unpopularity of Slough among the Hammersmith staff was immortalised in this video:

O2's Slough site is a lot nicer now, but not nice enough for the core of Telefonica Digital staff, some of whom do remember the Hammersmith days. They're busy moving to their shiny new Regent Street offices in the centre of London. Splitting out the content risks alienating the network staff, which is what happened last time, but content really is a different business which gains little by sharing an office. ®

High performance access to file storage

More from The Register

next story
Audio fans, prepare yourself for the Second Coming ... of Blu-ray
High Fidelity Pure Audio – is this what your ears have been waiting for?
Dropbox defends fantastically badly timed Condoleezza Rice appointment
'Nothing is going to change with Dr. Rice's appointment,' file sharer promises
Did a date calculation bug just cost hard-up Co-op Bank £110m?
And just when Brit banking org needs £400m to stay afloat
MtGox chief Karpelès refuses to come to US for g-men's grilling
Bitcoin baron says he needs another lawyer for FinCEN chat
Zucker punched: Google gobbles Facebook-wooed Titan Aerospace
Up, up and away in my beautiful balloon flying broadband-bot
Nokia offers 'voluntary retirement' to 6,000+ Indian employees
India's 'predictability and stability' cited as mobe-maker's tax payment deadline nears
Apple DOMINATES the Valley, rakes in more profit than Google, HP, Intel, Cisco COMBINED
Cook & Co. also pay more taxes than those four worthies PLUS eBay and Oracle
It may be ILLEGAL to run Heartbleed health checks – IT lawyer
Do the right thing, earn up to 10 years in clink
France bans managers from contacting workers outside business hours
«Email? Mais non ... il est plus tard que six heures du soir!»
prev story

Whitepapers

Mainstay ROI - Does application security pay?
In this whitepaper learn how you and your enterprise might benefit from better software security.
Five 3D headsets to be won!
We were so impressed by the Durovis Dive headset we’ve asked the company to give some away to Reg readers.
3 Big data security analytics techniques
Applying these Big Data security analytics techniques can help you make your business safer by detecting attacks early, before significant damage is done.
The benefits of software based PBX
Why you should break free from your proprietary PBX and how to leverage your existing server hardware.
Mobile application security study
Download this report to see the alarming realities regarding the sheer number of applications vulnerable to attack, as well as the most common and easily addressable vulnerability errors.