BT’s ASDL meets target as Q1 profits fall

BT said yesterday it has beaten its target of 100,000 orders for its broadband BTopenworld ADSL service.

LONDON (Brand Republic) - BT said yesterday it has beaten its target of 100,000 orders for its broadband BTopenworld ADSL service.

The high demand, however, means that many customers will not be connected until late autumn.

The service was officially launched on July 24, and most customers who pre-ordered the single computer service before June 30 should be online by October or November.

The news comes on the back of a fall in profits for the first quarter, down 42.5% to £314m.

Sales were up 36.7% to £6.7bn as a result of its increased overseas activities. The company was forced to expand into Europe to keep up with giants like Deutsche Telekom and Vodafone AirTouch.

The company also claimed that a new wireless licence pushed up operating costs.

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Brands that forge an emotional tie are best protected from copycats
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1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

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