Facebook’s parent company, Meta, has scaled back on its global offices footprint by shutting the doors to its London West End headquarters.

The decision to close the space, located on Rathbone Square, follows the technology giant paying £149 million to break a long-term lease on another office, Deadline reported.

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After the closure, Meta’s presence in the UK will exist from its newly expanded Brock Street office and Kings Cross campus.

The parent company of Instagram and Facebook told employees about the change in December.

At the time, a spokesperson said in a statement: “We’re looking forward to consolidating our teams at Rathbone Square into our recently opened King’s Cross campus and our newly expanded Brock Street office.”

However, Meta added that there would not be any reduction in the UK staff figures amid the closure of the Rathbone Square site. According to latest filings, from 2022, showed the technology company had a headcount of 7,000 in the UK, however due to redundancies, it has been reported Meta now employs 5,000 staff members in the UK.

The news comes as Meta opened the doors to its new Dublin office, which employed around 2,000 people.

At the time, Meta Head of Meta Ireland and Vice President of Mid-Market Global Business Group in EMEA, Anne O’Leary said: ”

“Today marks a positive new chapter in the story of Meta in Ireland. We opened our first Irish office in 2009, with a team of 25 people.

“Now, with over 2,000 employees across 80 teams in three Irish locations, our operations continue to play an important role for Meta, both in Ireland and globally, as we build the future through AI and immersive technologies.”

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Samsung has partnered with Google to merge their file-sharing programmes into a single platform.

The move, which was announced at CES 2024 in Las Vegas, allows users to exchange pictures and files across the Android ecosystem.

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In a blog post, Google revealed the deployment of the Quick Share feature, which was launched in 2020, on devices currently using its Nearby Share function would commence next month.

According to the technology company, the partnership creates “the best default, built-in option for peer-to-peer content sharing across all types of devices in the Android and Chromebook ecosystems”.

Google explained: “You remain in control of your privacy, and can choose in your phone’s settings who can discover your device and send files, whether it’s everyone, only your contacts or just your own devices.”

Google added that it is working with PC manufacturers to expand Quick Share to Windows PCs as a pre-installed app.

The news comes as Google and Apple have recently been asked by The European Commission to clarify their risk management regarding their online platforms for purchasing apps.

Under the new regulation, Digital Services Act (DSA), tech firms across the globe are facing legal scrutiny amid the introduction of DSA, which came into force this year.

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Mobile Marketing Magazine sits down with Lyca Group’s CEO Richard Schäfer to discuss the network operator’s strategic digital strategy, the challenges of navigating data privacy and the company’s vigilance in monitoring emerging trends.

On unlocking loyalty via digital tools

Lyca Mobile launched in 2006 and has garnered over 16 million customers in 22 countries thanks to its ethos of combining the power of connectivity and affordability.

However, the heart of Lyca Mobile’s success lies in enhancing digital tools to unlock customer engagement and foster brand loyalty.

According to Schäfer, who joined the company in 2021, digital segmentation based on user patterns allows the company to trigger personalised offers and catering to various customer segments, which he believes will be more beneficial for its different customers such as students and migrant communities.

“We experiment and leverage offers tied to significant cultural holidays such as Diwali, Lunar New Year and Christmas,” he tells Mobile Marketing Magazine.

“These highly customised, digitally-led campaigns have resulted in an increase in usage on our platform as well as enhanced customer retention by 6%.

“In our focus on value and fairness as our key pillars, we’re successfully positioning ourselves as a consumer champion, targeting a growing segment of customers seeking better value for money in the SIM-only market.”

On offering an improved omnichannel experience

Lyca Mobile’s pursuit of an improved omnichannel customer experience is evident in its cross-channel marketing approach.

Its approach is a mix of high street presence and strategic digital embrace, which Schäfer emphasises the importance of.

He says: “Our increased focus on digital channels, alongside our traditional high street store strategy, contributes to a cohesive and integrated customer journey.”

“Not only are we ensuring a consistent brand experience across our channels, but we are also localising our products and messaging to engage with multiple communities within each of the markets we operate in.”

As a result, Schäfer claims many customers discover and engage with the brand via its digital platforms.

Highlighted by recent out-of-home campaigns and summer promotions, the integration of traditional and digital channels maximises impact and reach, he adds.

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On the ‘crucial’ role of personalisation and data-driven decisions

“Personalisation is crucial to what we see as the next evolution of our mobile business,” the former Lebara and Vodafone exec continues.

“Our digital marketing tools and implementing an improved omnichannel approach. The use of real-time proposition fulfilment ensures that customers receive personalised offers aligned with their individual preferences and behaviours.”

He states that Lyca Mobile’s segmentation strategy, guided by data insights, allows for targeted and relevant campaigns, enhancing the overall personalisation of the customer experience.

According to Schäfer, data plays a pivotal role in shaping Lyca Mobile’s decisions, whether that is marketing strategies or product offerings.

As a result, he stresses the importance of analysing both internal and external data points to guide decisions tailored to diverse customer segments worldwide.

He states: “In our marketing world, data guides how we engage with our consumers and what products and plans we offer to them. We operate around the world and our segments look wildly different in Sweden compared to Spain for example, so a one-size-fits-all approach to how we market is not realistic.”

“This translates to a difference in channel mix, messaging, offers and media choices according to the market.”

However, in terms of how Lyca Mobile ensures it is respectful and compliant with its customer’s data, it adheres to “robust internal policies that guide responsible data use as well as adherence to strict data governance policies”, he claims.

However, as the group trades in over 22 countries, Schäfer branded data privacy across the Lyca Mobile countries of operation as “challenging”, revealing it deals with five different sets of regulations.

As a result, the company invested in a dedicated Lyca Mobile Data Protection Office that works hand in hand with the business to ensure that relevant marketing programmes, as well as data processing activities, are in-line with local laws.

He adds: “Having committed resources that are focused on ensuring that the high standards instilled within GDPR are our reference point.

“We can give marketers the autonomy to roll out initiatives like personalised offers of more beneficial roaming packages as well as bespoke content that demonstrate an understanding of a customer’s interests and needs.”

He states: “Utilising a combination of legitimate interest, customer consent and an analytical approach, we’re executing a customer-centric marketing approach while at the same time respecting user privacy.”

On staying at the forefront of innovation

“We keep a close pulse on emerging industry trends to stay agile, regularly collaborate with our technology partners, and importantly, we foster a culture of innovation amongst all team members at Lyca Mobile,” Schäfer adds.

“Some key things we are doing to stay ahead of the curve is to implement best-in-class attribution software to guide and optimise our digital marketing as well as to integrate our online and offline touchpoint.”

He concludes with revealing these initiatives simplify and allow the group to track user journeys, which in turn increases how it offers personalised communications to its users based on how they are engaging with the brands. 

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Boots Opticians has unveiled a new multichannel advertising campaign themed around seeing the ‘little details’ that can be missed in everyday life.

The campaign which will feature TV, demand, OOH, social media and radio adverts, has been created in partnership with VML/The Pharm and Essence Mediacom.

The 20-second film is part of the company’s ‘See What’s Possible’ brand and showcases the impact of glasses and contact lenses when noticing smaller details.

It also highlights that with Boots Opticians it’s also possible to get a third pair of glasses for free this month.

Boots Opticians Head of Brand and Digital, Gail Borley said: “We are really excited to be launching our new TV campaign, which is an extension of our successful ‘See What’s Possible’ brand platform, highlighting the importance of eye health and vision.

“The campaign showcases how life can be enhanced when you have your eyes tested and find the right pair of glasses or contact lenses, not only in the objects and places you can see more clearly but in the faces and expressions of the people you love.”

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Vodafone customers have slammed the network provider as it stopped working this morning, leaving thousands unable to make calls or access the internet.

Despite the company revealing it is aware of the problem and is working to fix it, many have reported losing their connection today.

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A Vodafone spokesperson said: “We’re aware some customers are experiencing intermittent issues using our network. We’re sorry for the inconvenience, our team is working hard to fix the issue and we hope to have it resolved quickly.”

Tracking website Down Detector revealed thousands of complaints from users affected by a range of issues.

However, Vodafone data issues were present right across the UK.

As a result, many customers have taken to social media to complain about the issue. One user said she is “surprised” by the issue as “Vodafone UK is normally reliable and quite a good network. Anyways Vodafone UK will fix the problem”, she added.

Surprised because Vodafone Uk is normally reliable and quite a good network. Anyways Vodafone UK will fix the problem. They need to read some of their customer's comments to Improve their service though too. #Vodafone #UK #VodafoneDown

— AyySweetsThee (@AyySweetsTea9) January 10, 2024

Another user added: “Alarmed that Vodafone seems to be so down that their system can’t text me a security code to log into my account. So it seems to be a lot worse than just their signal being down.”

Alarmed that Vodafone seems to be so down that their system can't text me a security code to log into my account. So it seems to be a lot worse than just their signal being down.

— mralanjohnsmith (@mralanjohnsmith) January 10, 2024

Anyone else on Vodafone/TalkMobile having problems with their signal?

— 2⃣0⃣Elvis2⃣4⃣ (@EJPSarriesAFC) January 10, 2024

Loving Vodafone saying the network is fine but work 3G network is down and I can't do anything on my phone unless I use a Wi-Fi network. How am I supposed to work in these conditions #vodafone

— Elizabeth Patterson (@ellie_pattacake) January 10, 2024

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Samsung has revealed it is likely to see a 30% drop in profits for the last three months of 2023, thanks to a global slump in the demand for consumer electronics.

According to the BBC, the technology giant estimated that its operating profit dropped to £1.76 billion in the period between October and December, representing a 35% difference compared to the same period in 2022.

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However, the £1.76 billion figure is much less than the £2.22 billion expected by technology analysts.

This comes as the demand for electronics were amplified by the Covid-19 lockdowns where consumers purchased new devices to use at home.

However, memory chip prices fell last year amid a build up of large stock due to the pandemic, alongside, slower sales for devices including mobile phones and laptops.

This resulted in Samsung reporting a 77% drop in profits compared to the same period last year.

At the time, the company said: “We are lowering the production of memory chips by a meaningful level, especially that of products with supply secured.”

The news comes as Samsung announced it will unveil its newest Galaxy phones later this month, offering an “all-new mobile experience powered by AI”.

In a news conference in San Jose, California on 17 January 2024, the telecoms giant is set to launch the latest Galaxy innovations, designed to “transform how you live, connect and create.”

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Samsung UK has appointed Deborah Honig as its first-ever Chief Customer Officer.

In her new position at the telecoms giant, Honig will be responsible for delivering an “innovative, customer-first experience” and evolving the company’s overarching brand offering in the UK.

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Honig joins Samsung with extensive global experience at the executive level having worked at several brands including Amazon, Starbucks, Nike and Marks and Spencers, where she was responsible for developing brands and customer propositions and developing strategic partnerships.

Commenting on her appointment, Honig said: “From its rich cultural heritage to the breadth of innovative technology that our customers are using in their daily lives, Samsung is such an exciting brand to help steward and I’m thrilled to be joining the team.”

“Throughout my career, I’ve always put myself in the shoes of our customers to fully appreciate what they want and expect from a brand. I look forward to working with the fantastic team here at Samsung to deepen our connection with our customers, and help them get the most out of their technology and their relationship with us.”

Samsung UK & Ireland President Inha Cho added: “On behalf of Samsung UK, I am thrilled to welcome Deborah as our first UK Chief Customer Officer.

“She brings a wealth of experience from her strategic and commercial leadership roles at a number of world-class companies, and a unique understanding of UK consumers and the retail landscape.”

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Vodafone Ireland has launched a new campaign to launch its new TV offering, Vodafone TV PLAY.

In partnership with creative agency Grey London, the telecoms giant has drafted in award-winning director Tom Green to bring a sense of drama in the two adverts to launch the first of-its-kind service in Ireland.

The service is a smart entertainment hub which features immersive built-in audio and offers access to the best TV channels, sports and streaming services, all in one place.

The advert “Remote”, showcases a family fighting for the remote control before being brought together by powerful entertainment.

The campaign will also run across cinema, TV, digital audio, OOH, print, digital and social.

Vodafone Head of Brand, Orla Nagle said: Vodafone TV PLAY is a game changer, an innovation-led design to redefine home entertainment and bring customer experience to the next level.

“Our desire was to deliver a campaign that matches the quality of the product itself. Grey’s expertise, creativity, and dedication aligned perfectly with our vision and the level of craft and quality in the campaign has blown us away.

“I am excited for customers to experience this new entertainment platform with a fantastic range of TV and broadband bundles that give real value savings.”

Grey London ECD David Wigglesworth added: “The launch of Vodafone TV PLAY is a huge moment for the brand, landing them a player in the crowded home entertainment space.

“To do this with credibility we needed to show up with the same level of cinematic gravitas that audiences expect from their entertainment, but with a twist – the humanity and connection that sits at the heart of the brand’s DNA.”

He concluded: “We dramatised how Vodafone TV PLAY’s amazing content, sound and picture can bring everyone together, even a family squabbling over the remote on family movie night. Huge thanks to Tom Green and Stink Films for doing all the above with aplomb.”

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Pizza Hut UK, Ireland and France has appointed Jana Ulaite as its new Chief Marketing Officer.

Ulaite has over 15 years of experience in the marketing industry, holding senior positions at TikTok, Apple and Electronic Arts.

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Most recently, she held the position of Vice President of Marketing at tech company Tempest.

In her new position, she will pivotal role in identifying creative ways to deliver brand activity for the restaurant chain.

Commenting on her appointment, Ulaite said: “I’m delighted to be joining Pizza Hut UK & Europe’s leadership team. As one of the world’s largest restaurant and takeaway franchisers, it is truly an iconic brand.

“My role will focus on transforming Pizza Hut into a younger, more culturally relevant, and digital-first brand. Not to mention delivering everyday value and experience for our customers – I can’t wait to drive this forward in 2024.”

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LNER has launched a new multichannel campaign, ‘Freedom all the way’, in partnership with M&C Saatchi.

The new 60-second campaign is part of a successful four-year partnership between LNER and the creative agency which aims to to inspire more people to travel with the train line.

According to the company, the new advert is to showcase the benefits of travelling with LNER, targeting leisure and business travellers along the East Coast route between London and the Scottish Highlands.

Starring Fatboy Slim, the campaign is also running across TV, video on demand, OOH, digital audio, social and digital channels alongside on the LNER network.

LNER Head of Marketing John Galloway said: “We’re proud to unveil our new campaign, which reflects our new and improved customer experience and showcases a more modern brand and visual identity.

“Eleanor encapsulates the freedom of doing whatever it is you want to do when travelling on an LNER train – whether that’s catching up on work, spending time with friends or enjoying some downtime.”

M&C Saatchi Executive Creative Director Matt Lee added: “How do you demonstrate the freedom you experience onboard an LNER train? By having a puppet called Eleanor dance through the aisles to Fatboy Slim’s “Weapon of Choice”, obviously.

“We’re delighted to launch this new campaign, featuring a show-stopping performance from Eleanor, who simply points out all the things you can do on an LNER train. A bit of lunch? A good book? A movie? Daydreaming? Time to yourself? Who wouldn’t go for that?”

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