BT introduces new mobile strategy in attempt to protect business market

BT introduces new mobile strategy in attempt to protect business market

BT is close to making another surge at the mobile market, targeting business through a number of initiatives, including new partnerships with manufacturers.

BT is negotiating deals with manufacturers for a broad range of devices,
and plans to integrate fixed and mobile services, particularly mobile email.

It has around an 80% stranglehold of the fixed telephone and broadband market, but is keen to ensure it doesn’t get frozen out as more businesses consider a combination of fixed and mobile telecoms services.

BT has lined up ‘a number of announcements’ in the coming weeks, as it prepares to take on O2, Orange and Vodafone. It will also introduce clearer mobile broadband bundles for its existing fixed-line customers.

Mobile operators view BT’s domination of the fixed-line market as ripe for exploitation, particularly now that mobile services are seen as more efficient than fixed line by an increasing number of businesses.

BT’s business marketing manager, Maggie Davidson, told Mobile: ‘We have a richness of relations with around one million UK business customers who we absolutely want to retain.’ She added: ‘But, as we move forward, we know that 46% of businesses are working away from their desks – there’s a massive opportunity for us to raise share and enter markets that we are not famous for.

‘We are currently working with a number of partners, watch this space.’

In February 2009, BT dropped its mobile tariffs by over 30% and bundled in extra services such as free mobile internet, email and unlimited BT to BT calls.

Davidson said: ‘We are currently undergoing massive change – we have radically altered our portfolio and that is the beginning of a number of products and propositions.’

The telecoms company has suffered set backs with previous products, such as its converged fixed and mobile service, Fusion. The service worked by jumping from a home Wi-Fi network to a mobile network, but it was eventually abandoned after it failed to attract customers.

Davidson said: ‘Fusion was a very clever piece of technology unfortunately, we had restrictions on the way it worked and the number of handsets available.’

Written by Mobile Today
Mobile Today


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