O2s  My bluebook content-sharing service, which we reported on a couple of weeks ago, officially goes live today.
The service enables customers to store contact information, text
messages, pictures and video clips to a free web-accessible personal
account. They can then share the information with friends and family by
forwarding a link to the password-protected site. O2 says the converged service
is a first for any UK mobile operator. 
My bluebook has been launched as a direct result of O2 customer
research conducted last year that  found that 80-85%% of mobile users
want to be able to back up their phone contacts easily. Nearly a
quarter of O2 customers would like to be able to back up their photos,
while 1015% would like to back up their texts.   
To upload text messages picture messages or video clips, O2 customers
send them to a dedicated shortcode, 40202.  Currently, they can then
print the photos or create mementos to share, such as photo albums,
t-shirts and mugs. Early next year, O2 intends that any text or picture
message My bluebook subscribers create or receive will be automatically
uploaded to the site.
From May next year, O2 aims to extend the service to enable customers
to upload and keep address book information online automatically,
depending on their device. In addition to the uploading services, O2
intends that customers will also be able to create blogs and to
synchronise their phone and Microsoft Outlook contacts.
Customers tell us that information stored on their mobile is crucial
says O2 UK Capability & Innovation Director, Russ Shaw. Many of
them run their businesses or even their whole lives through their
mobile. They worry about losing their mobile and the data stored in it.
They also love to share stuff with their friends without having to
spend too much time on it. My bluebook takes away the worry so our
customers can get on with their lives.

O2 Makes it Easy to Share. Read.