LONDON (11/18/2003) - ISP BT Openworld, once dubbed Openwoe because of its reputation for poor service, has come one step closer to finally meeting its maker.
From today BT Openworld's 1.5 million narrowband customers will be encouraged to think of themselves as BT Yahoo punters, as part of a massive £10 million (US$1.7 million) rebranding campaign designed to bury Openworld's negative associations once and for all.
The name BT Openworld will hobble on as a business brand but in the long term it is for the chop, confirmed Duncan Ingram, BT Openworld managing director.
BT Openworld dial-up customers using the ISP's three narrowband services: Anytime, Surftime and PAYG (pay as you go) will be upgraded to the new service for free. Henceforth, the dial-up services will be known as BT Yahoo Anytime, BT Yahoo Surftime and BT Yahoo PAYG.
According to Ingram, the ISP has set itself a spring deadline for moving up the bulk of its dial-up customer base to BT Yahoo.
The major enticement for making the migration is narrowband access to security features enjoyed by BT Yahoo Broadband customers. These include anti-spam and email virus protection, parental controls, a pop-up blocker and a PC firewall. There's also a personalized home page for up to 11 users (five for pay-as-you-go customers).
BT Yahoo Broadband launched in September, with more than a quarter (50,000) of the ISP's 200,000 high-speed punters so far ditching the sinking Openworld ship in favor of new service.