Using media as an opportunity | Young people are heavy users of the new media. The Internet is the most important medium for 87 percent of boys and 88 percent of girls. 79 percent of young people can already go on the Internet while they are on the move using their mobile phones. And more than nine out of ten have handsets that are fitted with a digital camera, according to the JIM Study on Young People, Information and Multimedia carried out in 2009. This means that young people already have the foundations of a key qualification for a successful lifestyle in the modern world. It is important to build on these key qualifications and ensure that individuals develop their individual profile of skills while counteracting negative trends like "cyber bullying". O₂ is therefore providing support for young people in using advanced communication technology creatively and responsibly. The objective is to develop key skills for the world of work today.

Dealing with communication media competently and responsibly presents young people with a fantastic opportunity to discover future perspectives for themselves. Telefónica O₂ Germany has defined media competence as one of the four fields of action for the Corporate Responsibility Strategy of O¬2. Other areas are digital access for people with disabilities, commitment for employees, and responsibility for the environment and the community.