Growth Strategies Case Study

British Telecom- Driving Growth Through Broadband

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Abstract:
Since 2001, British Telecom Plc (BT), the UK’s leading telecommunications carrier, has been struggling to reduce its high debt levels. Unlike its competitors, it has no presence in the mobile telephony market. CEO Ben Verwaayen discovered that broadband internet services could be the company’s growth-driver. Apart from moving towards 100% broadband coverage for every community in the UK by 2005, BT is betting on three ambitious broadband initiatives to bring in greater revenues – 21st Century Network, BT Communicator and Project Bluephone.

Pedagogical Objectives:

• To discuss BT's turnaround between 2001 and 2004 from a telecom service provider to a dominant player in broadband Internet services
• To discuss BT's future plans to drive broadband penetration and create products and services that would help enable its customers in utilising broadband
• To discuss the company's shifting revenue model and the regulatory issues it currently faces.

Keywords : British Telecom Plc (BT); Growth Strategies Case Study; Ben Verwaayen; Broadband; Project bluephone; UKs broadband penetration; BT Communicator; Vodafone; Ofcom; Oftel; 21st Century Network; Sir Christopher Bland; BT Wholesale; BT Retail

Contents : 
Introduction
Turning BT around
Regulatory Issues
BT’s New Initiatives
BT’s Five Major Divisions