BT Freestyle 700 Family

Consumer Product Category

TheAlloy

EXECUTIVE SUMMARY

The BT Freestyle 700 family is a range of 5 fixed line DECT telephone packages sold with / without an answering machine, and in bundles of 1 / 2 / 3 phones together. The range is targeted at elderly users or those who have physical impairments (A&D market), but is also widely used by people who wish to own an easy to use home telephone.

The submission seeks to demonstrate that it is possible and profitable to create truly inclusive products that answer the needs of the A&D market and a broader section of the population alike.

The 700 family was launched in July 2008, and has since generated significant revenue and positive brand associations for BT. The core evidence of this impact is seen below.

Strong sales