O2 Active is expected to be available from June and will be supported by a campaign by Vallance Carruthers Coleman Priest (VCCP).
While details of pricing and deals with technology suppliers remain under wraps, the initiative represents the network's biggest attempt to package and market data services to consumers.
Unlike Vodafone Live!, consumers will not have to upgrade existing handsets to access O2 Active.
Since launching in autumn, Vodafone Live! has amassed more than a million customers, including 250,000 in the UK, thanks partly to a campaign fronted by David Beckham.
Parent company mmO2was expected to announce a drop into the red on Wednesday and slash up to £6bn from the value of its assets.
Separately, O2 is to open a flagship store in London's Oxford Street.
It is understood the store will be composed of a series of themed installations, although the company denied this included one to leverage its sponsorship of Big Brother.
O2's sponsorship idents for this year's show focus on the theme of 'brotherly love' and feature a pair of twins, 'Brother 1' and 'Brother 2', who live together but never communicate verbally. Instead, the pair send text and picture messages to each other.
Idents have been created by Channel 4's 4creative department in partnership with VCCP, with online support by Agency Republic.
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