O2 today launches an assault on the £1.4bn international calling market, as it seeks to double its market share by targeting those calling abroad from calling card companies, land lines and rival operators.
About 6 million people call abroad every month, 60 per cent of whom use calling cards.
Sally Cowdry, marketing director at O2, said: "International calling is a poorly served market. It can be expensive, complex and is renowned for hidden catches and scams."
The mobile group bought the internet phone group JaJah last year, and will use its technology in the UK for the first time to launch its "International Favourites" offer later this month. For a £10 monthly fee customers will receive 50 hours to three international landline numbers.Reuse content