UK mobile operator O2 says its O2 More service has reached two million customers since launch in November 2009. The operator has also signed up over 1,000 brands including Marks & Spencer, Adidas, Sainsbury’s, Tesco, Ocado, House of Fraser and French Connection to the opt-in mobie advertising service. A campaign for Starbucks delivered a response rate of 34 percent while one for the Hong Kong Tourism Board successfully identified O2 users who had travelled to the destination in the last 12 months by encouraging the download of an iPhone app.