How ‘Oops’ helped O2 grab a greater share of iPhone customers

Consumers are growing increasingly apathetic to new phones as the devices get so good that fewer feel an urgent need to regularly upgrade. This was a particular challenge for O2 ahead of the launch of the iPhone 8.
The mobile operator found that increasing numbers of out-of-contract customers were holding on to their handsets rather than upgrading, with the percentage of customers out of contract increasing from 18.7% in 2016 to 21.1% in 2017.
At the same time, the mobile market was moving towa