FREEDOM TELEPHONE, a small privately-owned company in which TV nonentity Noel Edmonds holds stock options, is poised to beat BT to the launch of an advertising-funded free phone call service. Freedom, which has links with Energis, the National Grid-owned telecoms company, and Siemens of Germany, plans to launch its service, branded Free-to-Talk, on 1 June - almost certainly ahead of BT which is committed only to a three month pilot for its Freetime scheme. According to Freedom’s managing director Joshua Sales, Free-to-Talk will be able to service up to two million customers, although he concedes this would have to be through controlled growth. Like the BT scheme, F-T-T requires subscribers to complete a detailed lifestyle questionnaire, enabling highly targeted contact by advertisers. Unlike BT, however, F-T-T is parsimonious with its ad breaks: each call will kick-off with a 10-15 second commercial with no further interruptions for five minutes. BT plans a 10-second opening commercial with others following at intervals of one minute, then two minutes.
© Copyright 2017
All rights reserved including database rights. This electronic file is for the personal use of authorised users based at the subscribing company's office location. It may not be reproduced, posted on intranets, extranets or the internet, e-mailed, archived or shared electronically either within the purchaser's organisation or externally without express written permission from WARC.