What a fantastic brand O2 have and how they leverage it to make “Happy and loyal” customers. I guess it is only when you work for their competitors do you realise the value of it and how they strive to mimic it. When I worked there we created the O2 branded devices from the very successful X1i device to the iconic O2 Cocoon which was launched at the same time the O2 venue launched. A challenging time designing new user interfaces, taking 3D models to the next stage of development . The task was is to make a differentiated product that was competitive and had quality software on board. Hard work but worth the effort.