It must have seemed a sure fire gamble introducing i-mode into the UK, unfortunately O2’s punt resulted in a snake eye throw of the dice. 

In spite of the effort in bringing content providers on-board with the expectations of a successful repeat of the Japanese i-mode service, it seems that the handset manufacturers were not about to play the game.  Presumably O2 was too small a player for Nokia and others to put any effort behind another sort of WAP, in spite of millions of O2 customers around Europe.

Customers want the real internet not a busted one.

After months of disappointing sales and worse still, activations, O2 has finally responded to customers’ grouses.

The O2 iPhone tariffs were dreadful costing £120 a year more than their normal rates.  Customers obviously thought twice and bought the almost free high end Nokia’s and Samsung’s instead.  Great for O2, but not for Apple.

The tariffs, plus data allowance, now look like good value, and the £269 up front cost not too high when compared to the iPod Touch.  Now all O2 needs is an iPhone with 3G, a 5mpx camera, A2DP and push email.  Drat there is always something more.