Martin Dawes, the mobile phone service provider, is launching
itself as a branded Internet service provider (ISP).
The service, which begins next week under the Breathe brand, is part of
Dawes’ efforts to become the first UK company providing a range of
communications services in a single package, known as a convergent
solution.
The launch, supported by an online and conventional campaign, aims to
position Breathe as demystifying the Internet and making access simpler,
while looking at the wider benefits of an integrated service.
Philip May, head of product development, said: ’Breathe was created for
the convergent market. We needed a brand with flexibility and the
strength to work in all areas of technology.
’It’s about making technology easy for Joe Public to understand and use.
We know in the early stages we will attract the traditional Internet
user, but ultimately we’re aiming wider than that.’
The package includes standard features such as local call rates,
24-hour technical support and ten megabytes of free Web space.
The service also offers e-mail that can be accessed from any Internet
terminal and from some mobile phones.
The company has also teamed up with Lycos to offer a branded UK and
Ireland search engine.
’We can compete with the main branded ISPs, but that’s not what its
about - we also want to add value to the service,’ said May. ’We’ve
added a Web-based e-mail product which means you don’t have to be tied
to a PC, you can use your phone or go to an Internet cafe. It’s about
staying in touch without spending hours in front of a computer.’
May is confident that the brand will succeed in the ISP market. ’We’re
small enough not to have to go through huge amounts of red tape, but
also have the commercial backing to make it work. Martin Dawes is a very
strong brand in its own right, and it does give us pedigree in terms of
our heritage, and experience in a dynamic and aggressive industry.’
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