O2's giffgaff - from the old Scottish phrase meaning "mutual giving"

O2’s new launch giffgaff caught our eye.

Giffgaff is a mobile phone network which relies on crowdsourcing for its customer service and marketing strategies. The sim-only network is the first of a kind to launch in the UK, and presents a new model for pay-as-you-go communication. Whereas large mobile networks attract complaints about poor customer service and lengthy contracts, giffgaff provides a cost effective alternative inspired by social networking with user generated marketing campaigns and no call centres.

We’ve done a full review that is available for subscribers here.