The UK mobile operator has benefited hugely from, until very recently, being the sole network that can offer the Apple iPhone.

But there is increasing pressure on all telecoms operators as the demand and cost of voice calls drops. The 02 IT team have been adopting a service-oriented architecture model to their systems and processes to increase efficiency and reduce costs. Additional cost cutting measures include a virtualisation project and consolidation of servers.

The 02 broadband internet service has been well praised and the introduction of the 3GS Apple iPhone was a boost to the network.

It claimed in June that it was seeing an increase in customer footfall by 10 per cent. When the iPhone 3G was introduced there were problems at 02 getting the phones registered and this marred the launch. No such problems arose with the new 3GS.