The 'Joined Up' strategy integrated new fixed line propositions with the established mobile phone offerings. O2 recognised that their customers and partners would each benefit from having both mobile and fixed-line from one supplier.
The biggest benefits for customers being a single point of contact for a variety of communications solutions. O2's refreshed appoach is music to our ears here at Aerial Telephones as we have been promoting a number of communications services for a number of years. As an O2 Centre of Excellence we are keen advocates of the O2 brand with a large proportion of our current customers connected to the O2 network so we have received extensive training direct from O2 of the new offerings and we have been able to demonstrate our new found knowledge with a receptive audience.

see the extract below from an article in Mobile News about the 'Industry Advance' winning strategy;