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Issues in the mass market deployment of broadband An analysis of British Telecommunications’ (BT) strategy

Issues in the mass market deployment of broadband An analysis of British Telecommunications’ (BT)... This article examines the changing pattern for strategic deployment of broadband by BT. BT’s initial attempts to deploy the technology through its ISP failed due to key commercial and technological weaknesses. Thereafter BT shifted to a more strategically defensive strategy based on securing its position of dominance on the UK local access market. This strategy proved considerably more successful. This strategy to deploy a mass market broadband created an evident industrial/corporate strategy interface as BT’s corporate objectives aligned with public policy objectives of creating a universally accessible broadband product. The result of this interface has been to place BT at the heart of the “Broadband Britain” programme – a position that contravenes the original intentions of the UK Government. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png info Emerald Publishing

Issues in the mass market deployment of broadband An analysis of British Telecommunications’ (BT) strategy

info , Volume 5 (2): 5 – Apr 1, 2003

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Publisher
Emerald Publishing
Copyright
Copyright © 2003 MCB UP Ltd. All rights reserved.
ISSN
1463-6697
DOI
10.1108/14636690310480144
Publisher site
See Article on Publisher Site

Abstract

This article examines the changing pattern for strategic deployment of broadband by BT. BT’s initial attempts to deploy the technology through its ISP failed due to key commercial and technological weaknesses. Thereafter BT shifted to a more strategically defensive strategy based on securing its position of dominance on the UK local access market. This strategy proved considerably more successful. This strategy to deploy a mass market broadband created an evident industrial/corporate strategy interface as BT’s corporate objectives aligned with public policy objectives of creating a universally accessible broadband product. The result of this interface has been to place BT at the heart of the “Broadband Britain” programme – a position that contravenes the original intentions of the UK Government.

Journal

infoEmerald Publishing

Published: Apr 1, 2003

Keywords: Information technology; Communications technology; Telecommunications industry; Product innovation; Corporate strategy

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