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Broadband boost

BT seeks 40,000 new ADSL customers in massive marketing drive

BT Wholesale yesterday announced the second wave in its mass marketing campaign to boost broadband takeup in the UK.

The company reduced the price of its wholesale broadband to around £15 a month back in February. Since then broadband subscriptions have tripled, with ISPs now supplying the service for as little as £20 a month.

BT claims that by mid-July, 13 percent of new broadband installations were directly attributable to promotions run by service providers on the back of its price cuts.

Despite criticisms over BT's handling of broadband rollout in the past, the telco has really stepped up its broadband commitment, investing in 80 marketing initiatives, including telemarketing and direct mailing.

It has also pledged to open up ADSL services to an extra 34 percent of the population that cannot currently access broadband technologies.

BT anticipates its campaigns, including seven radio promotions, 30 press advertisements, five online endorsements and 35 direct mail marketing drives, will generate around 40,000 new ADSL broadband subscribers.

"We hope that this scheme has sent out a key message — that BT Wholesale is innovative in the market arena, and we are keen to work with our service provider customers to raise further awareness of broadband," said Paul Reynolds, chief executive of BT Wholesale.

BT's online database, which allows users to register their interest in bringing broadband services to their area, has already received thousands of hits, proving that the demand is out there.

The database shows users the number of subscribers (between 200 and 300) needed in each area to justify enabling an exchange for ADSL, and allows them to see how many people in their area have applied.

Right now, for example, Penbury in Kent and Hillside near Birmingham have both received over 100 registrations and look likely to be the next exchanges to be upgraded.


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