Magazine article Marketing

Post Office Signals Telephony Rethink

Magazine article Marketing

Post Office Signals Telephony Rethink

Article excerpt

The Post Office is reconsidering its presence in the domestic telephony market just 14 months after launch, amid a fierce price war led by BT and The Carphone Warehouse.

The company, part of Royal Mail Group, has begun a top-level rethink of its entire telecoms offering, to be overseen by Simon Carter, its recently appointed commercial marketing chief.

Launched in March 2002 in partnership with international telecoms provider Tele2 and backed by a TV ad campaign through Publicis, the home phone service is believed to have attracted tens of thousands of customers, a fraction of its target.

Post Office Telecoms was positioned as a flat-rate pay-as-you-go service, offering savings of up to 50% on national calls and 90% on international calls.

But Carter said the service had underperformed and the review would show whether there was a future for the Post Office brand in the telephony market. He declined to give a precise number of customers for the service. …

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