BT
Edengene, 2008
BT Click and Buy
Summary
BT was looking for new market opportunities in and around its core business. There was a strong desire to leverage key assets, taking existing capabilities, combining them with new ideas and approaches and generating additional, new revenue streams. In addition, BT was increasingly active in the ‘online’ world, so opportunities in the digital arena were seen as especially attractive.
The objectives were to:
- Leverage existing customer base and trusted brand
- Deliver initial revenues in accelerated time frame (9 months)
- Ensure new proposition supports core business objectives and initiatives
- Support the portfolio of digital enabled / enabling products
- Deliver a compelling, high profile, revenue generating new consumer proposition
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