CAMPAIGN-I: Behind the hype - Convenient utilities for the rushed rich. Servista provides one bill for gas, phone and power

Servista provides online customers with one bill for their gas, phone and electricity. The service aims to take the hassle out of bill-paying as well as offering customers savings on their energy costs.

Servista provides online customers with one bill for their gas,

phone and electricity. The service aims to take the hassle out of

bill-paying as well as offering customers savings on their energy

costs.



Servista plans to include internet and mobile phone bills as part of its

online offering in the near future.



Characteristics Although rather unimaginative in its design, the site is

easy to navigate and very informative. You can sign up for

Servista.call, Servista.gas and Servista.power.



Target demographics This online provider is aimed at the usual

’cash-rich, time-poor’ professionals, although the service is free.

Servista makes a small margin on its services.



Principals The company was founded last year by its chief executive,

John Gorman, and chief of operations, Courtney Sheets.



Backers Now in its wave of second round financing, Servista secured

around pounds 3 million in its first round from Arts Alliance Advisors,

Sofinnova Partners and Sussex Place Investment before launch.



Marketing strategy You can’t have missed Red Dwarf’s Norman Lovett

plastered all over the London Underground over the past few weeks. The

company also has online advertising on the way from Outrider, and Banks

Hoggins O’Shea FCB is putting together some mainstream marketing.



Competitors Contrary to Servista’s belief that no-one is doing the same

thing, not only does Yorkshire Electricity allow people to settle bills

online but Richard Branson has just unveiled VirginEnergy, which will no

doubt snap up a chunk of the market share.





THE YEAR AHEAD



Survival in Question



This might all seem a bit too much of an effort for many still-sceptical

consumers, as the process is a little complex. The fresh-out-of-the-box

Virgin brand looks likely to do better.



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