Although O2 had already been operating in the United Kingdom as a mobile phone network for many years, their first retail store didn’t open until 2005. As an existing employee of the business at the time, Daniel Fountain opened their first outlet in Rotherham, and he used his five years of company experience to operate under the new O2 retail franchise arrangement. This chain of stores continued to expand as a result of the growth of mobile technology in the UK.
Although these branches originally concentrated solely upon mobile phones, other products were introduced that also consume cellular data – these included smartphones, tablets, ‘phablets’ (a cross between a phone and a tablet), and laptop computers. Their high street presence was always intended to be a tool to attract new and upgrading customers, but visitors can also make enquiries about their existing accounts. Naturally, all data and phone plans are provided on the O2 network, unlike other independent mobile technology retailers.