Martin Dawes Telecommunications, Europe’s largest mobile service
provider, is launching the UK’s fifth mobile phone network.
The company is leasing air time from Mercury Personal Communications,
the network operator which owns the One 2 One brand.
Called Breathe, the brand is aimed at the business user and claims to
offer the cheapest peak daytime tariff, at 14p per minute. Other
networks specialise in offering low off-peak rates in the evening and at
Breathe handsets will also be available and will be sold though Martin
Dawes’ 350 stores and through its 150-strong direct sales force.
A mailing will target its 800,000 subscribers.
The company is also launching the UK’s first unified messaging service
which will give customers access to e-mail messages without having to
use a PC.
Instead, users will be able to listen to a synthesised voice recording
of their messages via a telephone.
’This product eliminates the problem of having messages left in
different locations and in different formats such as e-mail, voice mail
and faxes,’ said Martin Dawes marketing director, Sean Gardner, a former
marketer at rival Orange.
The cost of the service will be revealed when it launches in January
The company is also offering free internet access, a precedent set by
Dixons with its FreeServe. The product is aimed at experienced users who
will have little need for the technical support which will cost pounds 1