Featured Case Studies - BT

BT is one of Europe's leading telecommunications services providers. Its principal activities include local, national and international telecommunications services, higher-value broadband and internet products and services, and IT solutions. In the UK BT serves over 21million corporate and residential customers with more than 28 million exchange lines as well as providing network services to other licensed operators.

MOTIVATION

In the fast-moving consumer broadband market where traditional and new competitors are aggressively pursuing few customers, BT was determined to catch the broadband wave while leveraging its strengths to maintain market leadership. To make BT Broadband 'easy to buy' The Company determined to offer to consumers, online partners and retail partners a simple-to-use Online Ordering process for BT Broadband. Also, the economics of Online Ordering had to allow BT to cost effectively provide a competitively priced product.

CHALLENGE

TIME TO MARKET
Nimble new competitors moving quickly to take advantage of consumer interest in faster internet access presented a challenge to BT. It was essential that the Company move at the speed of the market, providing broadband quickly to a new online consumer base while maintaining BT's traditionally high service quality. The opportunity cost of a lengthy online launch schedule would result in the loss of crucial early market share to competitors.

CHANNEL DIVERSIFICATION
BT required the Online Ordering process to enable an expanded, multichannel sign-up capability for consumers. The Company needed to support consumer sign-up not only through home or work internet connections but also through the in-store and online locations of BT's retail partners.

LEGACY INTEGRATION
It was critical that the new Online Ordering process leverage BT's existing infrastructure investments. Core systems, such as the Customer Support System (CSS), underpinned the daily operation of BT's business and were to be key components of the delivery capability behind Online Ordering. At the same time new browser-based systems were the necessary front-end to Online Ordering and needed to tie effectively and seamlessly to the core legacy systems.

"In Singularity we found a partner who understood the complexity of our challenge yet brought a pragmatism that delivered results. Their ability to think ahead on our behalf and to meet delivery deadlines has earned our respect and trust."

Seamus Doyle
Broadband Systems,
BT Retail