Bulldog - the local loop unbundling (LLU) ISP owned by Cable & Wireless (C&W) - has set up a new division to flog its broadband service to business users.

According to the blurb, Bulldog's aim is to "meet the specific needs of different small businesses, whilst still retaining at its core the four values of: simplicity, support, flexibility and value for money".

Carlo Soresina, sales and marketing director of Bulldog, is to head the new business division.

"Bulldog understands that small businesses don't just need the newest, fastest or cheapest solution - what they need is something that, simply, affordably and reliably, supports their business," he said in a statement.

Which is all well and good. But El Reg would like to know what assurances Bulldog can give that business customers - who would rely on their broadband and phone service for their livelihoods - would be spared the kind of cock-up that hit the ISP in the summer and led to a formal investigation by telecoms regulator Ofcom?

And if SMEs are hit, what measures has Bulldog put in place to ensure that their service is restored in double quick time without the kind of debacle that tarnished Bulldog's reputation earlier this year?

A spokesman for Bulldog told us: "We fully understand how critical broadband and voice services are to businesses, and we've built a dedicated business support offering to meet their requirements.

"Bulldog now has 300 call centre staff, up from the 50 that we had when we had issues earlier in the year. Calls to our business support teams are answered within a minute, and our support is available from 8am to 8pm daily, six days a week.

"We're continually working to improve this offering; with the communications infrastructure at the heart of most modern businesses, its absolutely crucial to be able to access support offerings when needed." ®