Observed Signal · Oct 29, 2026 · Market Signal · Source: Telefónica Deutschland · Impact: 2/5
connect Shoptest: Shops erreichen erstmals Bestnote „überragend“
Telefónica Deutschland's o2 shops have achieved the top rating 'überragend' (outstanding) for the first time in the connect shop test.
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Telefónica Deutschland vermarktet Festnetzangebote der Marke O 2 auf dem Glasfasernetz von mih NET Berlin
Telefónica Deutschland vermarktet Festnetzangebote der Marke O 2 auf dem Glasfasernetz von mih NET Berlin, um den Wettbewerb im Berliner Glasfasermarkt zu erhöhen.
O2 Telefónica Germany to Cut Over 1,000 Jobs
O2 Telefónica's Germany unit (Telefónica Deutschland) plans to cut more than 1,000 jobs as part of a broad transformation to secure competitiveness. The reduction would eliminate roughly one in six or seven positions from a January headcount of 6,820. The move follows the loss of a major wholesale customer, 1&1, which moved its access to Vodafone in 2024 and transferred about 12 million customers by end‑2025. O2 reported weak 2025 results: revenue fell 3.8% to €8.2 billion and adjusted EBITDA dropped 8.8% to €2.5 billion. Bundesnetzagentur coverage figures (December) show O2's 4G coverage at 88.6% and 5G at 76.2% of Germany's area. Leadership changes and other cost measures (board reduction, voluntary exit agreements) accompany the restructuring.
O2 launches 'Mehrbilfunk' ad campaign to reposition beyond mobile
Telefónica's German brand O2 is launching a major advertising campaign to reposition itself beyond mobile communications. The new 'Mehrbilfunk' positioning, developed with lead agency Leo from Publicis Groupe, aims to promote 'Plus Bundles' that combine mobile tariffs with fixed-line, TV, streaming, additional SIM cards and smartphones. The campaign features TV spots and posters using a plus sign as a central design element. The move follows a difficult period: O2's Q2 revenue fell 11% to around €1.8 billion after losing major customer 1&1 to Vodafone, and EBITDA declined 7.2%. Telefónica is also cutting more than 1,000 jobs and closing 60 of 800 O2 shops in Germany. Steve Plesker, Director Brand & Marketing Communications, said the campaign aims to close the knowledge gap that O2 is only a mobile provider.
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