NTL is cutting the price of its 1MB broadband service to what it claims is the cheapest in the market, in an aggressive move to attract new customers.
Normally priced at £17.99, the 1MB service will now be made available to new customers, or existing NTL customers wanting to upgrade to broadband, for £9.99 a month with free installation. The price will be fixed for 12 months for these customers.
One of the cheapest broadband providers in the market, UK Online, offers a 512k service for £9.99.
The 1MB service operates at twice this speed and allows users to watch video content online.
An NTL insider says: “We are going to be very aggressive on this. We are putting a major marketing campaign behind it.”
NTL has 1.33 million customers, but it is coming under pressure from new entrants to the market. In addition, it has 200,000 customers who subscribe to slower dial-up services.
There will be a direct marketing campaign, through Leeds-based TND Creative, and regional press advertising in the areas in which NTL operates. NTL is the broadband partner for the British Lions tour and will be offering behind-the-scenes video content on its ntlworld.com portal.
NTL is also trying to poach fixed-line telephone customers from other providers by offering free evening and weekend calls if they switch their line rental.