Magazine article Marketing

Lack of Funds Puts Keyline Shopping Launch Back to October

Magazine article Marketing

Lack of Funds Puts Keyline Shopping Launch Back to October

Article excerpt

Keyline Shopping, the home shopping, banking and information service that has become famous for missing its starting deadlines, has set late October as an "optimistic" launch date.

The service, forecasts as the first large-scale breakthrough in teleshopping in the UK, has been forced to delay plans for a summer kick off because of lack of funds.

While there is widespread interest in the idea of homeshopping, many major players are taking a "wait and see" attitude towards its development, thus reinforcing the doubts of sceptics. This latest delay however, could foreshadow a move by the Japanese into the area.

"Current negotiations are looking positive but are taking a long time," says Keyline managing director Richard Poynder. "The poor investment climate has hampered us in the last 18 months and we are itching to prove the scheme now." Most likely backers include a Japanese consortium.

The scheme, which will provide consumers with services ranging from weekly grocery orders to payment of gas and electricity bills for the price of a local telephone call, needs an initial 800,000 pounds plus a further 2. …

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