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81% of UK consumers feel trapped by fixed term mobile contracts and it its hurting the uptake of wearables… but not on O2’s watch


According to research conducted by YouGov on behalf of O2, 81% of UK consumers feel trapped by fixed term contracts for mobile technology – and 89% agree that operators should make monthly contract payments more flexible – especially on any smart watch.

According to the O2 research, the top 5 drivers of consumer uptake will be:

  • The ability to track fitness levels (67%)
  • The ability to monitor health and wellbeing (61%)
  • Messaging e.g. text, emails etc. (60%)
  • GPS tracking and navigation (31%)
  • Contactless payments (20%)

To try and combat this “injustice”, O2 has now put the Apple Watch on its O2 Custom plan. This allows more customers to access the freedom of cellular connected wearables, including the ability to be more active and manage their health in powerful new ways. According to the YouGov research, currently fewer than 1 in 10 people (9%) own a smart watch, with cost one of the most significant barriers to ownership.

Customers purchasing Apple Watch from O2 on a custom plan can choose how much they want to pay for the device upfront (from a minimum of £20), and have the ability to spread the remaining cost between 3 and 36 months (in one-month increments) at 0% APR. This means customers can pay as little as £9.99 a month for the first 6 months if they select a 36 month contract (£14.99 a month thereafter), allowing customers to access smart tech on their terms and according to their budget.

Mark Evans, CEO of O2, explains: “The mobile industry should offer greater flexibility to make the power of technology accessible for all. It can’t be right that rigid contracts and inflexibility are still stopping consumers from accessing the benefits and freedom of advanced technology like Apple Watch Series 4, offering breakthrough communication and fitness features. At O2 we believe that everyone should benefit from access to technology, so we offer customers the control and flexibility to build plans that best suit their needs.”


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