JHP had long realised the telecom provides were perceived by their customers as mere utilities providing no greater differential of offer than water from one water authority to another.
When JHP were commissioned by O2, the solution was obvious and immediate. Differentiation had to be achieved not by device and coverage but by full understanding of what lay beyond the screen.
O2 have become masters of the digital universe. Gurus were introduced profiling customers and compiling and explaining bundles of the most appropriate apps and devices.