Original URL: http://www.theregister.co.uk/2006/06/20/bt_vfm/
BT repackages broadband offering
Forget 'free', it's about VFM
BT has repackaged its broadband products in a bid to distance itself from the bundled offers that plug "free" broadband.
Instead of competing head on with The Carphone Warehouse and Orange by matching their aggressive pricing, BT has decided to take a different approach that packs a whole stack of features into one monthly price.
The incumbent telco - which has some 2.5m retail broadband users - reckons its "Total Broadband" offering comprises "the most comprehensive broadband packages yet seen in the UK" and something that delivers "value for money".
Available from tomorrow, Total Broadband provides broadband download speeds up to 8 meg as well as a string of other features including VoIP, security software and a wireless hub.
And rather than focusing on the broadband pipe, BT is trying to generate interest in services that use high speed net access such as its Fusion batphone and its yet-to-be-launched internet TV service BT Vision.
BT Retail chief exec Ian Livingston said: "The broadband experience is about so much more than just having basic access to the internet. Customers want their broadband to offer a range of exciting content and services as standard, without having to pay extra for these features."
The new package comes in three flavours starting at £17.99 a month for the entry-level service rising to £26.99 for its top bundle.
But, as ever, it's up to consumers to read the small print to see if the offer available is right for them. BT's Total Broadband Option 1 (its entry level service) comes with a 2GB usage allowance and users are also tied in to an 18 month contract.
Punters might also be tempted by the offer price of £9.95 a month - but this is only for the first six months, after which it reverts to £17.99. ®