O2 Offers Phone Back-Up

UK operator O2 is offering a mobile data backup service dubbed My bluebook. This lets people back up SMS and media messages: Previously they had to upload the material to a shortcode but next year it will happen automatically. “O2 says it’s also building in an automatic address book synchronisation feature, which would provide a useful no-brainer backup for those, almost, inevitable incidents of leaving one’s phone in a taxi/toilet/swamp. It’ll also be compatible with Microsoft Outlook, if you’re into that sort of thing.”
The service is free and uploading won’t incur any data charges, but you can’t take it with you if you switch carriers so it’s more of an effort to reduce churn. Not everyone will use it, of course, but those who do use it will have a higher chance of being a high-end customer, the sort O2 wants to keep.

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