Feeds

BT blankets TV with broadband ads

Part of £33m campaign

  • alert
  • submit to reddit

Top three mobile application threats

BT is to spend a whopping £33m over the next couple of weeks in a bid to double the take-up of broadband in the UK. From Sunday the monster telco is to spend £1m a day in a ten-day nation-wide TV campaign to plug broadband.

Immediately after it will launch into a £23m campaign promoting its no-frills, access-only BT Broadband service with the view of signing up 500,000 customers by next summer.

The 10 days of blanket TV advertising is a key part of BT's drive to get one million ADSL broadband connections by summer 2003. It's also designed to increase the average weekly sign-up to ADSL from 12,000 to 24,000.

Speaking to The Register BT Retail CEO Pierre Danon said: "It is ambitious but we have enough indications that we can do it."

He argued that the scale of what BT is doing is yet further indication of the telco's intention "to put broadband at the heart of BT" while becoming the "flag-bearer for the industry in the government's drive to make Broadband Britain a reality".

BT reckons its broadband strategy will generate £681 million a year by 2004/05. The official launch of the no-frills, access-only BT Broadband service is set for early next month. However, it's been available since June, during which time some 10,000 people have signed up.

"This campaign, on top of the other initiatives BT Group has introduced in recent months to kick-start the market, should help provide all operators supplying broadband in the UK with the launch pad they need to sell their products and services in unprecedented numbers," said Danon.

BT has also signed up high street retailer Carphone Warehouse to help flog the no-frills BT Broadband service. ®

Related Stories

BT boss talks up broadband
BT Broadband has arrived
BT Broadband not sexy enough
BT to launch cheaper 'no frills' ADSL service

Top three mobile application threats

More from The Register

next story
A black box for your SUITCASE: Now your lost luggage can phone home – quite literally
Breakfast in London, lunch in NYC, and your clothes in Peru
Broadband Secretary of SHEEP sensationally quits Cabinet
Maria Miller finally resigns over expenses row
EE dismisses DATA-BURNING glitch with Orange Mail app
Bug quietly slurps PAYG credit - yet EE denies it exists
Like Google, Comcast might roll its own mobile voice network
Says anything's possible if regulators approve merger with Time Warner
Turnbull leaves Australia's broadband blackspots in the dark
New Statement of Expectations to NBN Co offers get-out clauses for blackspot builds
Facebook claims 100 MEEELLION active users in India
Who needs China when you've got the next billion in your sights?
Facebook splats in-app chat, whacks brats into crack yakety-yak app
Jibber-jabbering addicts turfed out just as Zuck warned
prev story

Whitepapers

Designing a defence for mobile apps
In this whitepaper learn the various considerations for defending mobile applications; from the mobile application architecture itself to the myriad testing technologies needed to properly assess mobile applications risk.
3 Big data security analytics techniques
Applying these Big Data security analytics techniques can help you make your business safer by detecting attacks early, before significant damage is done.
Five 3D headsets to be won!
We were so impressed by the Durovis Dive headset we’ve asked the company to give some away to Reg readers.
The benefits of software based PBX
Why you should break free from your proprietary PBX and how to leverage your existing server hardware.
Securing web applications made simple and scalable
In this whitepaper learn how automated security testing can provide a simple and scalable way to protect your web applications.