Page 1: Introduction
In September 1998, Freeserve sent shockwaves through the emerging Internet market by becoming the UK’s first fully featured free Internet Service. On August 2nd 1999, after less than a year of trading, Freeserve became the first Internet brand in the UK to be floated on the London Stock Exchange. Since then the market has been flooded with competitors, but Freeserve has been able to maintain its strong position through the adoption of dynamic strategies to fulfil ambitious objectives.
The development of the Internet is a phenomenon that is destined to change our lives. It has already changed the way we communicate, educate, entertain and do business. The prospects for a company operating in this new market are varied and exciting. The potential commercial opportunities are very significant indeed.
In its first year as a public company, Freeserve has enjoyed considerable success in possibly the UK’s most competitive market. The public flotation raised net proceeds of over £122.9 million and this has enabled Freeserve to invest heavily in its product and resources. Freeserve has been able to move forward quickly as a result of having a clear sense of direction based on a well defined strategy.
This case study looks at Freeserve, its corporate objectives and the strategies it has developed to achieve them.