O2 (UK) BT subsidiaries: Esat Digifone in Ireland, Viag Interkom in Germany and Telfort Mobiel in the Netherlands. The rebranding was supported by a European advertising campaign, which began on 16 April 2002, across all four countries, at a cost of £130 million. The main launch campaign ran from 18 June and was developed by Vallance Carruthers Coleman Priest, working alongside brand consultancy Lambie-Nairn, creators of the "O2" brand identity. In March 2005, mmO2 restructured its shares and the company was relisted as O2 plc. On 30 November 2005, O2 agreed to a takeover by Telefónica, a Spanish telecommunications company, for £17.7
The O2 redeveloped. The area is served by the Jubilee line's North Greenwich tube station, which was opened just before the millennium exhibition, and by bus routes. Thames Clippers operate a river boat service for London River Services; the present tenants, AEG, purchased Thames Clippers in order to provide river links between central London and The O2. As well as a commuter service, Thames Clippers operates the O2 Express service. Local buses also serve the station and the nearby O2. On 23 February 2017, O2 announced that they had agreed a deal with AEG to maintain the naming rights of The O2