Feeds

Telefonica recruits EA to lure punters with games, deals

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

Security for virtualized datacentres

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. ®

Security for virtualized datacentres

More from The Register

next story
Phones 4u slips into administration after EE cuts ties with Brit mobe retailer
More than 5,500 jobs could be axed if rescue mission fails
Apple Pay is a tidy payday for Apple with 0.15% cut, sources say
Cupertino slurps 15 cents from every $100 purchase
Phones 4u website DIES as wounded mobe retailer struggles to stay above water
Founder blames 'ruthless network partners' for implosion
Forget silly privacy worries - help biometrics firms make MILLIONS
Beancounter reckons dabs-scanning tech is the next big moneypit
Microsoft's Office Delve wants work to be more like being on Facebook
Office Graph, social features for Office 365 going public
Alibaba swings a large one with STONKING IPO legal bills
Chinese e-commerce beast searches for $21bn from investors
Huawei ditches new Windows Phone mobe plans, blames poor sales
Giganto mobe firm slams door shut on Microsoft. OH DEAR
prev story

Whitepapers

Providing a secure and efficient Helpdesk
A single remote control platform for user support is be key to providing an efficient helpdesk. Retain full control over the way in which screen and keystroke data is transmitted.
Top 5 reasons to deploy VMware with Tegile
Data demand and the rise of virtualization is challenging IT teams to deliver storage performance, scalability and capacity that can keep up, while maximizing efficiency.
Reg Reader Research: SaaS based Email and Office Productivity Tools
Read this Reg reader report which provides advice and guidance for SMBs towards the use of SaaS based email and Office productivity tools.
Security for virtualized datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.
Secure remote control for conventional and virtual desktops
Balancing user privacy and privileged access, in accordance with compliance frameworks and legislation. Evaluating any potential remote control choice.