C&W acts on survey calls

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 communications.

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

communications.



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

homes.



A total of 323,727 consumers completed the survey - a 22% response

rate.



This compares with an average response rate of 5% to 10% for such

campaigns.



The company will use the findings to develop marketing strategies and

new services. Some, such as movies on demand, are to launch early next

year.



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.



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