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
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
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,
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