Initially, in the UK, the iPhone was available exclusively on the O2 network. After two years this exclusivity ended, and from late 2009 the iPhone was being offered by Orange and Vodafone.
O2 knew that between operators there would be little to differentiate the customers’ iPhone experience in terms of price and features. However, data transfer performance would be likely to vary across the networks, and O2 saw an advantage in demonstrating that usability on O2 exceeded the performance experienced on rivals’ networks.
A third party monitoring product was already available and in use in O2, but at a high cost. O2 recognised the benefits of developing its own zero-licensed and low maintenance solution.