O2 Litmus

A complex digital project to create a new open innovation community for app development.

Brief:
With traditional revenue from calls and texts in decline, O2 needs new revenue streams. Providing apps to smartphone users is a key opportunity, but O2 knows it lacks credibility among third party app developers, (the people creating the best apps) particularly in the face of competition from Apple and Google.
O2 already has a user base of tech-hungry app fans demanding new and exciting apps, who are also keen to get involved and provide feedback. O2 asked My Agency to create something that could service both groups and give the brand an innovation boost.

Solution:
My Agency created O2 Litmus, a unique online community that brings both groups together to collaborative advantage. Developers get direct feedback across devices and platforms, an advanced customer test bed and a great set of tools. Customers get the latest apps before their friends, a community of people to share with and can even get paid for testing. My Agency was responsible for the product definition, user experience, brand creation, web design, marketing and promotion. The build of the site was handled in partnership with the Telefónica R&D unit in Barcelona.

Results:
O2 got exactly what they needed, excited customers, happy developers and a stream of innovative apps to commercialise. O2 Litmus achieved its targets in less than 6 months, trending higher than Google Chrome and even Christmas on Twitter. After the success of O2 Litmus in the UK, My Agency is now building it into BlueVia, a global programme for O2’s parent company, Telefónica which is currently in beta and launches soon across 26 countries and to over 80 million customers.

View the O2 Litmus site

O2 Litmus explained (2 minutes 20 seconds)