Call Waiting - A New Service From BT

1991 test launch of BT's Call Waiting service in London area, using Edinburgh as a control. Background, opportunity and strategy discussed; qualitative research explored possible benefits and barriers (David Douce), showed service needed to be seen in emotional, not merely rational terms.
Agency: CousinsAuthor: Stephen Pickthall

BT Call WaitingA new service from BT

INTRODUCTION

Since BT was privatised, and started to face competition in its key market of communications network usage, the company has made great strides forward in its aim to become more marketing oriented. A prime example of the new philosophy was the launch of BT's Call Waiting service in London.

This paper examines the launch of this new service to BT's residential customers. It will argue that the advertising campaign played a key role in generating high levels of applications to take up the...

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