BT to switch focus from bundles to individual products

BT is shifting the focus of its advertising to highlight the core benefits of individual products in a bid to better target audiences.

BT tower
BT: Triple-play offerings

The move comes just two months after the telecoms giant announced it would take advantage of an Ofcom ruling that allows it to bundle telecoms services by launching its first triple-play offerings.

Matthew Dearden, marketing director for BT Retail, says/ “Our approach to marketing is very much consumer insight-led and we believe that consumers want to associate with our brand through the values it reflects. For this reason, we have opted to keep our marketing on a very personal basis, highlighting the benefits of individual products and services as opposed to seeming to overload ads with bundles.”

Ofcom lifted a restriction on the brand in 2009, saying it no longer had enough market power to exploit it.
Dearden says that bundles will still be offered in its chain of shops and in direct customer communications, but its ads will continue to promote its different packages.

But rival BSkyB says there is room for both approaches to marketing. Stephen van Rooyen, deputy managing director of marketing at the firm, says: “We found our customers appreciate being communicated to about bundles the first time a lot more than being contacted afterwards.”

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