Cable & Wireless Communications is to develop interactive digital
services and multimedia products in response to its customer survey -
billed as the largest ever undertaken on the future of UK
C&W spent pounds 50m on its launch campaign in September, which included
direct-response TV and press ads and a questionnaire sent to 1.5 million
A total of 323,727 consumers completed the survey - a 22% response
This compares with an average response rate of 5% to 10% for such
The company will use the findings to develop marketing strategies and
new services. Some, such as movies on demand, are to launch early next
The movie service, which allows customers to select films from their TV
for a fixed price, was inspired by the fact that although 57% of
respondents say they never rent films on video, 85% say they would
select them from their TV.
The company’s decision to launch a 50p maximum charge for weekend calls
anywhere in the UK followed early survey responses about people’s call
charge requirements. Some 89% of respondents asked to be told the price
of long-distance calls before they make them.
C&W is keen to expand into new technology and is currently in talks with
Barclays Bank about a ’touch-of-a-button’ home banking venture. Last
week C&W launched Call ITV, a joint initiative with ITV to provide a
single generic phone number for all DRTV ads.
Other ideas C&W may develop are phones with different ringing tones to
let customers know who the call is for, and the provision of video
phones at home.