The upgrade is to enable more ideas to run and was in response to feedback from the developer and start-up community. This is a reflection of how the program is being run in a flexible manner. It was launched with a deliberately lightweight set of principles, hoping that it would take shape as more start-ups got in touch to tell O2 what they wanted.
I seriously encourage budding web entrepreneurs to assemble a small team and apply. If your idea is good, you stand a chance of getting selected for initial funding and then getting through to the extended funding phase towards possible acquisition. It all boils down to how good your idea is and how well you can prove it! It's a great challenge. There are also lots of chances to impress O2 in other ways that could lead to other opportunities for innovators. O2 is always on the look out for hot ideas, especially ones that extend into web and offer meaningful experiences for O2 customers.
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