BT uses WiFi to take advantage of new revenue streams
BT opts for WiFi to drive convergence
BT decided to focus on delivering WiFi services in order to:
Differentiate itself from the competition
Meet increased connectivity demands from foreign visitors
Renew its brand image to be perceived as innovative
The project
BT approached two distinct user segments, each of them with a differentiated proposition.
Broadband customers could enjoy seamless WiFi access outside the home free of charge using BT connectivity App. In return, they had to share a bit of their home broadband access.
Occasional WiFi customers could enjoy WiFi on a pay-per-access basis. BT owns WiFi access points blanketing the vast majority of the UK’s territory, placing them in a privileged position to profit from providing the occasional connectivity that tourists often require. BT has also leveraged the opportunity to target those competitor’s customers that had an occasional need for WiFi, with broadband offers through their hotspots.
Over 700k active users per month
Significant churn reduction amongst active WiFi users
Largest WiFi network in the UK (5.5 million hotspots)
Innovative brand recognition (BT&Fon won 2008 wireless broadband innovation award)