O2’s parent company Telefónica has launched a new standalone operator called ’48’ that will focus on the 18 to 22 year-old marketplace. The new operator will offer unlimited calls and texts to any other operator for €10 a month.
The standalone operator willsit within Telefónica Digital which is a new global business division of Telefónica whose mission it is to seize opportunities within the digital world.
48 will be launched with a TV ad campaign, ‘Go Conquer’ on the 2nd February 2012. It features a flashback from a girl who is now 22 and is looking back on when she turned 18. She is remembering a party she went to and all the crazy things that happened in the years to follow.
Telefónica Digital has been created as a new business unit within Telefónica to drive digital innovation, including developing new and innovative over the top services.
The company says that 48 will become an important test bed for new products developed by Telefónica Digital, while lessons from 48 will be shared amongst the wider group. 48 joins other stand alone, over the top businesses, including giffgaff, Terra and Tuenti, in the Telefónica Digital family.