BT launches broadband PC initiative

BT is moving into the home computing market, in an effort to boost take-up of broadband services.

The telecoms provider is spending &£1m on marketing BT Home Computing. It has appointed Andrew Collinson as sales and marketing director to spearhead the initiative. He reports to BT Home Computing chief executive Steve Askew, and moves from his position as venture developer in BT’s new ventures division.

A radio and press advertising campaign for BT Home Computing, through St Lukes, broke on Monday. OgilvyOne is handling direct marketing for the campaign.

BT has spent &£33m on marketing broadband, which it expects to generate &£681m of total revenue by 2004 or 2005. The company is counting on the Home Computing initiative to bring in &£150m of that revenue.

The package comprises a PC with broadband access pre-installed; installation by a BT engineer; and computer support. The service will cost &£35.99 a month over three years for a standard, broadband-enabled PC.

BT Home Computing is branded in a slightly different manner to BT itself, with red as its main colour compared with BT’s traditional blue logo.

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