Strategic Management mobile communication

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O2 is a provider of mobile communications services in Europe, with wholly owned businesses in the United Kingdom, Germany, Ireland and the Isle of Man. During the fiscal year ended March 31, 2005, the company had almost 24 million customers. The company's mobile businesses covers some of the largest markets in Europe, with the UK and German markets giving it access to a total population of over 140 million people…

Introduction

In these countries, O2 has developed a strong presence in high value markets and in the provision of mobile data and Internet services. As their company strategy, O2 take seriously their responsibility to the communities in which we operate. They believe that companies, who respond to the needs of the communities in which they work, and of the wider world, are more likely to succeed on a sustainable basis. O2 was the top scoring mobile phone operator in the Dow Jones Sustainability Indexes and they were included in the FTSE4Good, the Business in the Community Corporate Responsibility (CR) Index and the Top 100 Global Sustainability Reporters list. Under their "Can Do in the Community" programme, they have successfully developed a number of community projects across their territories, while measures to support employee fund-raising and giving to charity through payroll have been launched. In total, O2 contributed 1.7 million in charitable donations across the Group, of which over 600,000 came from UK-based companies and a further 500,000 to the Tsunami appeal. Most importantly, they see their employees to give their time and imagination to a wide range of fund-raising schemes (O2 Annual Report, 2006).
At O2, they are sensitive to public concerns over issues such as ...
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