BT counters talk of ‘Dixons effect’

I read your article on the deregulation of the telecoms market “Dixons jeopardises BT’s lead” (MW December 3 1998) with some surprise, especially with regard to BT’s consumer position and retailer relationships.

The UK telecoms equipment market remains one of the fastest growing retail sectors with more than 20 per cent growth year-on- year before taking mobile sales into account.

BT has increased its share of this market by broadening its appeal to the consumer, and through innovation.

With more than 70 launches last year, today we are the most adventurous and responsive telecoms supplier. We have broadened our customer appeal by adding new styles and colours – including translucents – and through affinity relationships with major brands.

We are launching a new range of business phones designed with the help of the UK’s leading distributors. And we have worked with the main disabled groups to produce a corded phone of revolutionary design.

It is at the retail level that our brand succeeds or fails, and we are focused on working with individual retailers to expand the whole market – and our share of it.

Tim Bedward

UK sales and marketing



Hemel Hempstead


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