Despicable infringement or guerilla marketing? O2 invest millions on Press and TV advertising, directing people to their website, only to be pipped at the digital post?! As always it's pertinent to consider context. O2 afterall are playing catch-up or more accurately, copycat. The introduction of this service, one which Mazuma, Envirophone and even obscure sellmymobile.com have been doing for some while, is frankly a 'you don't say..' moment. In my eyes Mazuma have played a smart, commendable defensive move; taking advantage of O2's oversight to buy all permeatations of the service search name. This is oh so sneaky but exactly the right move when a larger competitor tries to move in on your turf.
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