O2 recruits an iPhone army

The lure of Apple's iPhone may be driving UK consumers into a frenzy of anticipation ahead of Friday's launch but they're not the only Brits looking forward to its arrival on these shores.

Apple's UK iPhone partner, O2, has announced it is ramping up its workforce by adding 1,427 staff to cope with expected demand - and the inevitable flurry of questions as customers grapple with their new hardware.

O2 said it is setting up a dedicated iPhone customer services unit, which will be staffed by 1,000 agents, in its Glasgow call centre. New customer service jobs are also being created in O2's other call centres in Cardiff, Dearne Valley and Leeds. In all, 700 new customer services jobs are being created by the iPhone - with other posts being filled by existing staff.

The other 727 new recruits will boost staff numbers in O2's retail stores - a total of around 450 properties - to ensure iPhone customers don't have the chance to feel neglected.

The company said it is investing in staff training so customers have "a fantastic overall experience" - from the moment they get out their wallets, to the aftercare support they receive.

Each O2 store will have a dedicated iPhone specialist to help demo the phone's features. But all O2's retail staff are receiving iPhone training, it added.