Our approach

ABI REFERENCES - 1.1, 1.2, 1.3, 1.4, 2.1, 2.2, 2.3, 2.4

Today the mobile phone is widely used as an everyday product. It has mass appeal, offering exciting ways to keep in touch and interact. This challenges us to think beyond the balance sheet and standard products and to understand the wider issues of consumer thinking.

Our response is to put our customers at the heart of our everyday activities. We want our services to be accessible to all, making life easier and more enjoyable. And we want to extend the benefits of our powerful applications to society at large.

At the same time, we know people have different attitudes to their mobile phone. For many it is vital to their work and social lives. But they may also have concerns about communications masts and mobile handsets, our effect on the environment and the way we behave as a company. Our response is to consider our customers' needs but also their concerns. We believe we can do this by a combination of three things:

• focusing on our customers;
• managing our social, environmental and ethical effects in a careful and transparent way - in response to feedback from external dialogue;
• being a proactive member of society and contributing to its wealth and wellbeing.