Page 5: Conclusion
BT Group quickly identified broadband as an exciting new opportunity. BT Wholesale addressed the network infrastructure requirements whilst BT Retail has identified segments of the consumer market which are key to driving broadband sales. The speed at which broadband operates provides lots of new benefits and applications.
By tailoring the marketing mix to appeal to different consumer lifestyles, such as online gaming, a holistic communications campaign was launched to help BT deliver the desired business revenue and profit.