At the time of The Link's retail store operation, O2 was a subsidiary of BT Group, but the network is now owned by Telefónica of Spain.

[3] The Link also replaced their long running advertising campaign (featuring a specially rerecorded version of "Speak Easy" by Shed Seven) with new comedy sketches, featuring the Ken and Kenneth characters from The Fast Show, filmed inside the Waltham Cross store of The Link.

Wood quickly made his mark,[citation needed] applying an easier to understand commission structure, placing "live" models of phones in stores, and expanded the product range to include MP3 players and Satellite navigation systems.

A small percentage of sites were closed or sold to non mobile phone related companies, such as Costa Coffee.

The Link also offered a range of portable consumer electronics, such as iPods, Sat Navs and Laptops, as well as LCD televisions; these products were available either as gift incentives with mobile phone contracts, or for separate purchase.

[1] The Link's main competitors were Phones 4U, Carphone Warehouse and Dial-a-Phone, who offered a variety of networks to their customers.