NEWS: BT makes plans for Net service to target domestic UK users

BT is planning to revolutionise the Internet and bring it into the heartland of mainstream media with the launch of its own Net service this spring.

BT is planning to revolutionise the Internet and bring it into the

heartland of mainstream media with the launch of its own Net service

this spring.



BT Internet will target domestic customers and small businesses with a

Net access service designed for ordinary consumers rather than major

business users.



The service promises a simple, user-friendly way of accessing the Net,

and will use BT’s existing customer database as an entry point into the

domestic market.



The launch, which has been set for 29 March, will be supported by

direct-response press advertising and direct mail.



The press ads, which will run in national newspapers, will be bought by

Zenith Media - the incumbent on BT’s press buying account.



O&M Direct is understood to have been involved in the creative work for

the launch campaign.



Some observers suggest that BT could open the Net up to home-users in

the same way that the computer companies have been able to expand the

home-computer market.



BT’s service will have an initial registration charge of pounds 20, and

subscriptions will cost pounds 15 a month.



Rupert Gavin, the director of multimedia services at BT, said that the

company expected to be ‘a major player’ in the new-media market, which

he predicted would be worth pounds 2 billion in the UK by the year 2000.



A BT spokesman confirmed that BT Internet will have its own marketing

and advertising budget.



The launch, which has been set for 29 March, will be supported by

direct-response press advertising and direct mail.



The press ads, which will run in national newspapers, will be bought by

Zenith Media - the incumbent on BT’s press buying account.



Ogilvy and Mather is understood to have been involved in the creative

work for the launch campaign.