Headline chasing
"BT doubles footprint for next generation broadband" boasted a recent press release, only to be clarified by the following strap line: "Higher speed Wholesale services to reach as much as 75% of UK homes and businesses".
By the time we got into the body copy of the BT announcement, the following details emerged:
- BT intends to expand the availability of next generation broadband, which offers up to 24Mbps
- BT Wholesale intends to almost double the current footprint for the service
- While 40 percent of homes currently have access to next-gen, up to 75 percent will have it by Spring 2011, depending on customer demand
So it looks like BT indulged in a spot of headline chasing and was resourceful with the truth as a consequence. Judicious use of the facts in order to create a sensational headline? Tut, tut, what's the world coming to, etc.
Also worth noting is BT's pledge to almost halve the cost of its wholesale prices from the start of next year - which should mean lower broadband prices for everyone.
"We plan to reduce WBC [Wholesale Broadband Connect] prices to communications providers from January 2010 with bandwidth charges being dropped by almost 50 per cent and WBC rental costs standardised at the lowest current price, too," said Cameron Rejali MD of products at BT Wholesale.
