Abbey National paves the way for iDTV banking

- Abbey National is set to launch its first interactive digital television offering on the Open digital television platform in late October.

- Abbey National is set to launch its first interactive digital television offering on the Open digital television platform in late October.

The iDTV site was developed by new media agency pres.co, and is the first phase of Abbey National's iDTV strategy.

The site concept and theme revolves around Abbey National's current positioning statement: 'Because life's complicated enough'. The navigation, content, functionality all strive to cut through the financial services clutter and take relevant information straight to the customer on their own terms, in their own time, in the luxury of their own living room.

Gary Brown , head of e-commerce development at Abbey National, said: "The digital revolution is already having a major impact on the financial services landscape, and this will continue, with one in four households in Europe having access to iDTV services by 2003. E-commerce will compliment our retail offering allowing customers to interact with us from the comfort of their own armchair."



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