O2 has launched a service which provides free online backup of contacts, texts and photo messages.
O2 Bluebook is in response to research suggesting that customers value the content on their phones more than the device itself.
The launch aims to remove the stress of losing valuable information and allow customers to manage, edit and share their mobile life through a secure website.
If a customer's mobile is lost or stolen, or they upgrade the handset, transferring contacts to the new mobile is quick and easy.
Existing O2 customers can create a Bluebook account from the O2 website. Once registered, all text or picture messages are automatically saved online. Photos on the phone can also be uploaded by sending them via MMS.
"With text messages replacing letters and cameraphones replacing photo albums, people's memories are increasingly going digital," said Sally Cowdry, marketing director of O2 UK.
"We have created Bluebook to offer a simple but effective way of backing up everything on their mobile and enabling them to edit and share their memories."
Bluebook is also accessible through O2 Active, so customers can manage their online account sharing messages and pictures on the move.
Users are allocated 1GB of storage space. The service is limited to a relatively small selection of handsets but O2 plans to expand the list over time.
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