O2 today announced the launch of My bluebook, which will enable customers to store contact information, text messages, pictures and video clips to a free web-accessible personal account. They can then share the information with friends and family by forwarding a link to the password-protected site. The converged service is a first for any UK mobile operator. My bluebook is launched as a direct result of O2 customer research*, which found that 80-85%% of mobile users want to be able to back up their phone contacts easily. Nearly a quarter of O2 customers would like to be able to back up their photos, while 10–15% would like to back up their texts. Russ Shaw, Capability & Innovation Director, O2 UK said: “Customers tell us that information stored on their mobile is crucial: many of them run their businesses or even their whole lives through their mobile. They worry about losing their mobile and the data stored in it. They also love to share stuff with their friends without having to spend too much time on it. My bluebook takes away the worry so our customers can get on with their lives”. To upload text messages picture messages or video clips, O2 customers send them to a dedicated shortcode, 40202. Currently, they can then print the photos or create mementos to share such as photo albums, t-shirts and mugs. Early next year, O2 intends that any text or picture message My bluebook subscribers create or receive will be automatically uploaded to the site. From May next year, O2 aims to extend the service to enable customers to upload and keep address book information on line automatically, depending on their device. In addition to the uploading services, O2 intends that customers will also be able to create blogs and to synchronise their phone and Microsoft Outlook® contacts. *source: survey of 668 O2 customers and potential O2 customers conducted by ICM Research on behalf of O2 November-December 2005. Microsoft and Outlook are either registered trademarks or trademarks of Microsoft Corporation in the United States and/or other countries.