O2s Giffgaff next-gen strategies step outside the box

The UK continues to be a focus point for next-gen carrier strategies. Now O2 is trying to gain market share and overcome competitive pressure with some decidedly not-telco strategies that include an mobile virtual network operator (MVNO) framework and even VoIP-based international calling. Giffgaff, the O2 MVNO community, is targeted at market segments that want to shape and/or customize their services and pricing.

While obviously O2 isn’t going to let customers pay what they want, the provider is apparently trying to create offerings that meet customer goals. This demands more flexibility at the service and operations layer.

It may even be the kind of development that’s driving Alcatel-Lucent to consider hosting things like Mobilefriends. There’s a lot of momentum around new mobile models in Europe, even given that smartphones there lag the U.S., and that may suggest broader international adoption of new approaches later this year.