The division will offer advice on planning, creative execution, targeted implementation, post-campaign analysis and media evaluation.
It will also work with brand owners and advertising agencies to develop data capture techniques to create even more tailored lists for highly targeted campaigns.
The company said its database of 4m users includes 1.6m users who have opted in via its website O2.co.uk to receive relevant text messages from companies marketing their products.
Mobile marketing has received some bad press lately after it emerged that the Advertising Standards Authority, along with telemarketing watchdog ICSTIS, has received a record number of complaints from the public.
However, O2 has pledged that only users who have opted in will receive marketing text messages.
Laurence Alexander, O2 Online CEO, said: "Mobile marketing via SMS is increasingly becoming an important part of integrated advertising and CRM campaigns.
"O2 has both the marketing and technical knowledge to enable brand marketers to take advantage of this growing media to intelligently target consumers regardless of their mobile phone network."
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