In a further bid to disassociate its image from that of its troubled Royal Mail unit [WAMN:01-Jun-04], Britain's Post Office is branching out into fixed-line telephone services.
With the assistance of telecoms giant Cable & Wireless, the HomePhone venture, to be launched next year, aims to seize a market share of 5%. The Post Office claims its customers will be won over by brand familiarity and trust in its name.
It remains to be seen if this is the case, but the Post Office faces stiff competition from existing telecom companies such as BT and Carphone Warehouse. It must also fight off unfavourable past associations -- ten years ago BT was an integral part of the Post Office until it was spun-off and floated as a separate entity.
Data sourced from: mad.co.uk; additional content by WARC staff