Feeds

BT's witch doctors of spin fail to cast a spell on the UK

PR juju disappears in a cloud of its own steam

  • alert
  • submit to reddit

Boost IT visibility and business value

Opinion BT's latest pricing offer for cheap rate Net access in Britain has been exposed as little more than a sham. But you have to hand it to the telco -- the press release issued on Tuesday is spellbinding. A sprinkling of key words and phrases such as "slash the cost", "reduce dramatically", and "unlimited dial-up calls to the Internet for a single monthly fee" and you have the makings of a potent hex. Indeed, this announcement from BT must have been conjured by someone exceedingly well practised in the arcane art of PR. The question remains, why did BT set out to mislead so many people with its talk of slashing the cost of Net access? There is a view that BT was responding to the clamour for unmetered Net access in the UK. With so much pressure being exerted from the government, business, Net users, campaign groups et al, this was simply a valve to release some of that pent-up steam. BT had to be seen to do something -- anything -- just so long as it made it look like it was finally going to do something positive for Internet use. In fact, some people are even thinking that this is such a poor, uncompetitive offer that BT doesn't really want anyone to take it up. And with glib remarks from BT spokesmen that ISPs can take it or leave it, there may be some truth in it. After all, that's hardly the response of someone talking-up a new product, is it? Well, BT's wish to recast themselves as market innovators may have worked -- fleetingly -- but the pressure's back on. What's more, this episode has shone a light on some of BT's activities, and it appears some people may not have liked what they have seen. ® Related Stories ISPs lash out at BT BT's knockers reject flat-rate plans BT's Bonfield: No free local calls BT's U-turn could drive competitors off the road BT U-turns on unmetered Net access Oftel calls for cheaper Net access

The Power of One Brief: Top reasons to choose HP BladeSystem

More from The Register

next story
BBC goes offline in MASSIVE COCKUP: Stephen Fry partly muzzled
Auntie tight-lipped as major outage rolls on
iPad? More like iFAD: We reveal why Apple fell into IBM's arms
But never fear fanbois, you're still lapping up iPhones, Macs
Stick a 4K in them: Super high-res TVs are DONE
4,000 pixels is niche now... Don't say we didn't warn you
Philip K Dick 'Nazi alternate reality' story to be made into TV series
Amazon Studios, Ridley Scott firm to produce The Man in the High Castle
Sonos AXES support for Apple's iOS4 and 5
Want to use your iThing? You can't - it's too old
There's NOTHING on TV in Europe – American video DOMINATES
Even France's mega subsidies don't stop US content onslaught
You! Pirate! Stop pirating, or we shall admonish you politely. Repeatedly, if necessary
And we shall go about telling people you smell. No, not really
Too many IT conferences to cover? MICROSOFT to the RESCUE!
Yet more word of cuts emerges from Redmond
Joe Average isn't worth $10 a year to Mark Zuckerberg
The Social Network deflates the PC resurgence with mobile-only usage prediction
prev story

Whitepapers

Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Consolidation: The Foundation for IT Business Transformation
In this whitepaper learn how effective consolidation of IT and business resources can enable multiple, meaningful business benefits.
Application security programs and practises
Follow a few strategies and your organization can gain the full benefits of open source and the cloud without compromising the security of your applications.
How modern custom applications can spur business growth
Learn how to create, deploy and manage custom applications without consuming or expanding the need for scarce, expensive IT resources.
Securing Web Applications Made Simple and Scalable
Learn how automated security testing can provide a simple and scalable way to protect your web applications.