BT expansion 'will challenge rivals'
The continuing expansion of BT's programme offerings and interactive services is seeing it emerge as a considerable threat to competitors, one expert has claimed.
BT's promotion of its broadband, digital TV and home phone services may see it emerge as a strong contender to rival providers such as Sky and Virgin Media, one expert has suggested.Ovum analyst Annelise Berendt told Marketing Week that the problem BT has faced in the past is that more people were interested in Freeview and only paying for internet services, but this may change as the company refocuses its strategy on bundle services.
She explained that the continued expansion of programme offerings and interactive services could help BT give the competition "a run for its money".
Her comments have come following the departure of BT Retail marketing director Matthew Dearden, who merged BT's digital TV, broadband, fixed line phones and devices under one marketing team last year.
Mr Dearden also told Marketing Week that it is essential to "get closer" to the customer and align resources to deliver increased brand perception and better integrated consumer campaigns.
It comes after the home phone, digital TV and broadband provider lent its support to a new exhibition inspired by the upcoming London 2012 Olympics, which has seen a number of portraits commissioned to highlight those involved in the winning bid.
