O2 today announces a new service called My Bluebook, which enables all 16 million O2 customers to hold onto their precious memories of picture and text messages by providing an easy way to store, share and edit their mobile experiences.  With camera phones outselling digital and film cameras combined and a forecasted 100 million texts sent every day, increasingly people are keeping their most precious photo and text memories on their handsets.   The O2 My Bluebook service enables people to upload text messages to a secure personal web space, to store, associate with contacts and search.  In addition, customers can create and share their own picture message albums with friends and family adding comments and content to the images.   The O2 My Bluebook service works by enabling O2 customers to upload for free their picture and text messages using a short code to a specially created area on O2.co.uk.  Customers can register using text or the web for free.  An activation password is sent to their mobile and customers can then activate their space by logging on to O2.co.uk.  The O2 My Bluebook service launches September 2006   A second service is also being announced today called ‘O2 Back-up’.  The new service is there to protect a customer’s contacts by enabling the customer to make a copy of their phone’s address book to a secure, personal account at  O2.co.uk.   O2 Back-up’ will be available to all O2 customers with SyncML* compatible phones from September 2006. To set up an ‘O2 Back-up’ account, customers simply go to O2.co.uk/o2backup and follow the set-up instructions. Uploading contacts costs less than 1p** per contact and once set up, customers can easily keep the back-up copy of their address book up-to-date from their phone.   O2 knows that customers’ phonebooks are essential as they are often the only place where contact details are stored.  Unfortunately unforeseen things can happen to mobile phones – they can be changed, lost or stolen and when this happens it is difficult to transfer phone numbers.  In addition, customers are creating content on their mobiles and keeping special texts and pictures and also hosting their photos and thoughts on community sites.  However, the two technologies are kept quite separate by the consumer and O2 believes there is an opportunity to fully integrate both technologies.    Paul Taylor, Head of Proposition Marketing at O2 comments; “We know how difficult it is when customers lose all their phone numbers and contact details so O2 Back-up has been created to take the pain out of losing those numbers and so that our customers can be back up and running with their contacts as soon as possible.  Away from the pure functionality of being able to call people, personal texts and pictures are an instant snap shot of each of our customer’s lives and often have great sentimental value, so we’re developing O2 My Bluebook to help ensure our customers don’t lose what is important to them.”   * A list of compatible SynchML handsets is available at www.O2.co.uk/O2backup ** Based on standard GPRS charges

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