BT is to launch a digital cordless phone which will carry dual branding with German electronics group Siemens. It is the first time a BT consumer product has been co-branded with another company.
The Diverse 2010 is an upgraded version of the Diverse 1010 phone with digitally enhanced sound by Siemens.
It will be launched on June 1 with a PR campaign, featuring actress Joanna Lumley, using the proposition that it gives a superior clarity of sound.
It is being marketed as “the lightest, most compact digital cordless phone in the UK, offering the ultimate in call clarity, range and expandability”.
The 2010 will cost 149.99, is smaller than its predecessor – which did not involve collaboration with Siemens – and weighs 435g.
Up to six handsets can be used from one phone base. It has a 50-yard radius inside and a 300-yard range outside. It will be aimed at both home and office users.
Press and radio advertising for Diverse 2010 break on June 4. It will be the first work for BT by Leo Burnett since it won the 2.5m BT consumer products account two weeks ago.