Parent company mmO2 has formed the partnership, which is described by insiders as similar to the OneWorld alliance operated by British Airways and its partner airlines. The company has hired branding consultancy Lambie Nairn to devise its identity.
The aim of the alliance is to offer O2 customers greater transparency of services and tariffs when using international roaming. Customers will be offered exclusive benefits across the networks.
International roaming has been criticised as a grey area for call tariffs, with costs dependent on which network users are accessing at the time of making the call. The European Commission has called for a competition enquiry on the issue.
An O2 spokesman confirmed that the creation of the brand and said it would put the operator on an equal footing with rivals Vodafone, Orange and T-Mobile, each of which has massive pan-European customer bases.
"We have formed this alliance so that we can offer a common set of services and have a common brand. We are planning to unveil the brand shortly and all services across Europe will fall under it. It will give the customer a better deal," he said.
O2 Germany is leading the work on the brand following the closure of O2's central marketing division in London late last year. Head of brand Anna Russell has left the firm following the rationalisation.
Customers of O2 and its network partners will be informed of the brand identity via bills and direct mail.
O2 is expected to run an above-the-line campaign through Vallance Carruthers Coleman Priest to support the international alliance.
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