…as AOL launches push for latest Net access software

AOL UK launches a direct mail and covermount CD-Rom campaign this week aimed at creating “saturation” coverage of the latest version of its Internet access software.

The company aims to distribute 5 million CD-Roms, the majority through mailshots in a direct marketing campaign designed in house. AOL plans to boost demand for the improved AOL version 4.0 service, in the face of increased competition from Dixons Stores Group’s fast-growing Freeserve and other rivals.

Freeserve, now Britain’s leading Internet service provider, is expected to reveal another boost to its subscriber figures when Dixons announces its latest trading figures this week.

AOL, Britain’s largest paid-for online service provider, has so far declined to respond to Freeserve’s launch by dropping its prices. Rival LineOne cut its prices at the end of December.

Belinda Rendle, senior marketing manager at AOL UK, says: “Our policy is to build the market and to make it as easy as possible for people to get online. Freeserve’s entry into the sector has had little effect on our activity. This phase was always planned.”

Recommended

Hi-tech field marketing is out on its own

Marketing Week

Your feature “Trading Places” (MW November 26) makes for an interesting read. But anyone who knows the sector, knows that field marketing companies specialising in technology have always had a different offering to the traditional packaged good merchandising companies. This situation hasn’t changed. When EMS started with the opening of the first PC World in […]

Millennarian fever to grip the nation?

Marketing Week

When Paul Johnson, the red-haired historian, journalist, sage, philosopher, soothsayer and much else besides, warns that 1999 will be a year of mounting excitement and some danger, it behoves us all to sit up and take notice. Millennia, he tells us, are times of miracles, madness and danger: “Huge, frustrated, irrational emotions, seeking often desperately […]

Apple in turmoil after vice-president resigns

Marketing Week

Nigel Turner, Apple’s vice-president of marketing Europe, has resigned at a crucial time for the company. Diego Piacentini, European general manager will now oversee marketing in Europe until a replacement is found for Turner. It is understood that Alan Hely, marketing, communications consumer manager for Apple Europe, will now report to Piacentini. A spokeswoman for […]