O2's failure to launch voice and video shortcodes "holds up entire industry"

CURRENTLY, EVERY UK mobile operator gives out shortcodes for text campaigns. So it's feasible to have the same short code across all five networks. But not with voice or video texts.

That's because O2 is, "holding back the entire industry" as Mark Fitzgerald from MX Telecom put it.

"You couldn't have an X Factor vote, for example, which worked for everybody in the nation except those on O2. So customers won't buy into the concept while one network's subscribers are excluded," Fitzgerald explained.

Another industry player puzzled by O2's attitude is Jeremy Flynn from mobile video specialist, D2See. "Given the amount of money O2 has made from SMS shortcodes, how come they find it so difficult to provide equivalent voice and video shortcodes?" he asked.

"There are over 100 video shortcodes in use in UK - how come they don't seem to want to let their consumers access these services, and make money from this?"

O2 used to have a reputation for being an innovator in mobile technology. It does seem strange that the company has sat on its collective behind over this particular issue. µ

L'INQS
D2See
MX Telecom