BT Enterprise: How could BT Enterprise bounce back?

BT Enterprise, a division of BT Group that provides products and services to organisations, shifted perceptions among SMEs (small and medium-sized enterprises) by launching a TV ad that promoted how its unbreakable wi-fi would save them drama.

A declining reputation with SMEs, competitors that upped their game and premium pricing in a commoditised market: how could BT Enterprise bounce back?

Strategy

Consideration of BT was falling amongst the UK's 5.6 million SMEs. They saw BT as remote, disinterested...

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