We may use and analyse information about you in order to:
- enhance and personalise the products and Services that we offer you and to develop new products and services;
- analyse markets and produce reports, perform research and statistical analysis and to monitor usage behaviour (including when you are no longer an O2 customer);
- market our products and Services generally
- analyse information about you including your calling, searching, browsing and location data on a personalised or aggregated basis. We may pass this data to the third parties mentioned 4.20 of the full privacy policy and we may use this information to provide you with targeted O2 or third party offers, promotions, adverts or commercial communications.

We retain information only for as long as we need it. In relation to the following information we are required to retain it for not less than six months and not more than two years in order to ensure that this information is available for the purpose of the investigation, detection and prosecution of serious crime