Boltblue exits broadband for ringtone market

Shrinking ISP Boltblue has told its remaining customers it will hightail out of broadband to concentrate on selling ringtones and other "mobile entertainment products".

As of 31 May, the remaining 1,000 Boltblue broadband punters will be forced to look elsewhere for intenet access in a market where choice is an increasingly scarce commodity.

The firm has been encouraging an exodus for six months, and less than 10 per cent of its revenues now come in from its ISP business.

CEO Michael Brown said: "The move fits with our brand values, we are building a strong position as the mobile entertainment provider of choice in the UK as well as high growth markets abroad and mobile entertainment now represents the bulk of the business."

It hasn't always been that way. In 2001 Boltblue stepped in to pick up 90,000 former Cable and Wireless customers who couldn't be integrated into the NTL cable network.

Boltblue promised to ensure seamless migrations for the few hold-outs by offering Migration Authorisation Codes as a matter of course. ®