BT is launching a new product this week aimed at speeding up Internet access for home users, called BT Highway. The launch will be supported by an above- and below-the-line advertising campaign.
A press campaign for BT Highway has already broken in the Internet supplements of national news- papers with the claim that “BT’s Highway connects you to the Internet four times faster than a modem”.
The technology allows an ordinary phone line to be converted into two digital ISDN lines and an analogue phone port, so users will be able to access the Internet at the same time as using the phone or fax with no need for a second phone line.
Customers can also use the power of both ISDN lines for Internet access at much greater speeds.
The service will be available from September 15. BT Highway will be targeted at teleworkers and small businesses.
The same service can be provided through an ISDN line in conjunction with an adapter which allows the use of two channels simultaneously, but BT will market Highway as the simpler alternative.