NEW MEDIA: BT Cellnet set to bring web services inhouse

BT Cellnet has gone live with a new online mobile phone store ahead of a major review of its e-commerce operations.

BT Cellnet has gone live with a new online mobile phone store ahead

of a major review of its e-commerce operations.



The UK’s second largest mobile operator wants to introduce a greater

level of personalisation across all of its sites with a view to offering

its complete range of services - including bill payment and account

details - via the web.



The company is also looking at bringing more of its web activities

inhouse.



This would have major implications for the company’s web agencies,

Traffic Interactive and The Hub, which designed the BTCellnet.co.uk and

Genie personal messaging sites.



The new online shop - www.online.btcellnet.co.uk - features an increased

range of the company’s phones and tariffs, offering visitors the chance

to sign up for post-pay as well as pre-pay pricing plans. Customers can

also investigate particular features via a pop-up window system.



Web design was by IS Solutions, which was appointed in July after a

pitch against undisclosed opposition.



In October, BT Cellnet launched an independent mobile phone shop through

its Martin Dawes subsidiary, selling products from all of the four key

mobile operators.



Phonefactory was seen as a move to compete with retailers such as

Carphone Warehouse, which offers more products online.



The UK mobile phone market has expanded rapidly over the past year with

three of the four main networks, BT Cellnet, One 2 One and Orange,

changing hands.



BT Cellnet is the UK’s second largest operator with 5.95 million

customers, behind Vodafone on 6.9 million but ahead of Orange and One 2

One on 3.5 million and 3.25 million respectively.



Joanne Litchfield, BT Cellnet’s internet marketing manager, said: ’There

are major e-commerce developments in progress. We want to move toward

offering a more interactive site which customers can use to their

advantage.’



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