Magazine article Marketing

BT Raises Stake for Latest Code

Magazine article Marketing

BT Raises Stake for Latest Code

Article excerpt

BT is to launch its most expensive premium rate service ever in a move which could open up new opportunities for direct response advertisers.

Marketing has learned that two new codes will launch in the autumn, with the more expensive costing the caller [pounds]1.50 a minute. The 0897 code will redirect around 97p back to the advertiser or service user.

The code, which is more than [pounds]1 higher than other premium rates, is expected to be used by business-to-business direct advertisers with high fulfilment costs.

"The 0897 number will be initially targeted at business users for services such as fax on demand or database access," said a BT insider.

"The services aren't targeted at vulnerable members of the community. Given our experience of premium rates we don't want a feeling of deja vu. The lines will be very heavily controlled."

The second code, 0894, features a fixed fee of 35p on top of the standard call rate and is more likely to be aimed at consumers. …

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