Our strategic objectives

In May 2004 our Board approved a set of key corporate responsibility objectives for O2. In brief, they were:

• to make employees proud to be working for O2 - whilst observing the highest levels of ethical business conduct;
• to achieve continuous, measurable improvements in our operations in all areas that affect our customers, the physical environment and society;
• to be proactive in developing exciting mobile services that contribute to wellbeing and safety in society.

One year on, we believe our decision to devolve responsibility for the day-to-day management of corporate responsibility to our operating businesses has paid off. Each business has taken on the challenge of these objectives and achieved a number of milestones, as can be seen from the examples included in the Summary of key events section of this report. These three objectives continue to direct our activities under the umbrella of corporate responsibility.