Telefónica Europe business was rebranded to 'O2 Online' which continues in the UK as a mobile communications service provider tied to the O2 UK network. The Genie portal properties were rebranded O2 Active in UK, Germany, Ireland and the Netherlands, and Genie Asia became O2 Asia. O2 Asia became a subsidiary of O2 UK for governance purposes. On 31 October 2005, O2 agreed to be taken over by Telefónica, a Spanish telecommunications company, with a cash offer of £17.7 billion, or £2 per share. According to the merger announcement, O2 retained its name and continued to be based in the United Kingdom,
O2 (UK) better, connected", in 2013 to "Be more dog", and in 2016 to "More for you". All of O2's marketing campaigns to date have been created by London advertising agency VCCP. "O2 Priority" offers benefits to customers including early access to tickets for events at the O2 Arena and O2 Academy venues. "O2 Refresh", introduced in 2013, splits monthly billing into two parts so customers pay for their device (phone or tablet) separately from their airtime. From 2017, customers can change their airtime tariff up or down, once a month, during the first 24 months of their contract. O2 currently sponsor