The UK communications industry migration campaign

Version 7 – 31 May 2007

Information correct at time of publication.

Please note that the latest version of this presentation can always be found in the toolkit section within the communications area of the Consult21 website – www.btwholesale.com/consult21

Content• An overview of the campaign itself - what is included in switched-

on and why is this campaign important?• A brief background to the Consult21 programme and industry

working communications groups, protocols and processes in place.

• How communications to corporate, multi-site customers are being managed.

• An overview of the attributes of the switched-on brand - what it represents and brand guideline highlights.

• Information on Carlson Marketing - the agency appointed by the industry to manage the campaign. Communication channels and materials in place already including the website, call centre, toolkit and doordrop/direct mail materials.

• What is being planned for Pathfinder and beyond.• Q&As

Why create a new platform?

• Customers and CPs connected to BT’s next generation network will benefit from its stability, security, speed and high capacity.

• The new next generation network will put UK consumers and businesses at the forefront of communication technology developments worldwide.

• Third parties will be able to develop new products and services enabled by the migrated BT network (such as next generation broadband and video on demand).

Background

• Between 2006 and 2011, BT in consultation with the UK telecommunications industry and with input from Ofcom, will be managing the upgrade of its voice, broadband, and ISDN lines to a next-generation network.

• Representatives from the UK Communications industry agreed the need to communicate the process of voice, broadband and ISDN migration to ensure any end user disruption is minimised. To this end, a group under the auspices of BT’s Consult21 programme representing the industry, appointed an agency, Carlson Marketing to devise and manage this communication programme on behalf of all the industry.

• The communication of the migration programme is being managed by a Working Group comprised of representatives from Communication Providers (CPs), resellers and industry associations.

• Due to the engineering work required at individual exchanges, customers may experience some minor service interruptions when their voice, broadband and ISDN lines are switched-on to the new network.

• Ofcom is involved in and supportive of this activity.

Why does BT consult?

Reason 1 – to minimise implementation risks

Reason 2 – to maximise the benefit of 21CN: To deliver a great network with profitable products and very satisfied customers

Consult21 Objectives• Ensure industry is aware of the 21CN vision and BT’s progress towards

it

• Achieve a shared understanding with industry on 21CN

• Ensure industry has an opportunity to input to 21CN development

Consult21 Structure: TodaySystems & Processes

Network Structure

Implementation & Migration

Communications

Interconnect & Portfolio

Point to Point

Broadband Line Access

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STEERING BOARD

Exp

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Gro

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A number of Working Groups, including four Product / Portfolio focussed,co-ordinated through Consult21 WG Management into the Steering board

What is switched-on?

• Switched-on is the name of the programme of public information to communicate BT’s migration to a next generation network.

• A switched-on branded door drop will be sent to almost every residential address in the UK. A targeted direct marketing pack will be sent to approximately 2 million single site small businesses. Corporate customers will be informed of the switched on process directly by their CPs.

• An independent switched-on web site has been developed to provide additional information and to further reassure customers about the new network. Over time, customers will be able to use the web site to find out when their voice, broadband and ISDN services will be switched-on.

• A dedicated and independent switched-on call centre has also been set up to provide information to customers and to handle customer queries relating to the switched-on process.

• Switched-on is not commercial in any way and is not designed to give any single provider a competitive advantage. It will not communicate any new services or benefits enabled by the new network for BT or any other CP.

The aim of switched-on

• To inform consumer and SME end users with key information about the migration such as details of service interruptions, and minor changes to services.

• To ensure that customers are positively informed about the migration process and feel a sense of reassurance.

• To build a sense of anticipation for what the new platform will enable.

• To be inclusive and representative of the whole industry: not to create competitive advantage for any CP.

Brand values

1. Important

2. Trustworthy

3. Informative

4. Beneficial

5. Personal

Copy Tonality - Our Definitions

We are…

Crisp and clear

Everyman

Confident

Direct

Friendly

Enabling

Keeping it simple

Outward-facing

Looking forward

Grounded and realistic

Expert

Reassuring

Informational

Community-spirited

Capable, can-do and hands on

A gateway to discovery

A partner

Helpful

We are not…

Opaque

Exclusive

Uncertain

Jargonistic

Stand-offish

Restrictive

Geeky or techie

In-house/Introspective

Sentimental or Retrospective

Blue skies

Still learning

Unsupportive/concerning

Salesy

Laissez Faire/competitve

Academic or theoretical

A closed loop

A teacher

Not helpful

Who will we be affected bythe process?

• All customers with BT based voice, broadband or ISDN lineswill be switched-on to the new network.

• Cable customers and Kingston Communications customers in

East Yorkshire will not be affected.

• Mobile networks are not affected by the switch to thenew network.

• Calls by mobile or cable customers to lines which are being switched-on may be affected by service interruptions.

Switched-on timings

• The migration process will be split as follows:- Year 1: Preparation and initial migration in Cardiff and parts

of South Wales- Years 2-5: National migration.

• The migration process began on 28 November 2006 in Wick near Cardiff.

• The initial phase, involving the migration of 350,000 lines in the Cardiff area will be complete by the end of 2007 (excluding ISDN)

• Following a thorough review, the national roll out will commencein early 2008.

• The switched-on process is due for completion by the end of 2011.

The switched-on customer communications programme• Current plans are that every household in the UK (approximately 26 million) will receive an

information leaflet through their letterbox explaining what switched-on is, and stating the date their line is due to be switched-on. The information will be distributed the week before that location is due to be migrated, in line with the migration schedule.

• Similarly, every single site small business in the UK (approximately 2 million) will receive targeted direct marketing materials detailing the switched-on process and how it could affect their business. This will also be distributed the week before that location is due to be migrated, in line with the migration schedule.

• Larger corporations will be contacted directly by their CP(s).

• It is anticipated that communications will state the date when services are to be switched-on.

• Customers can find out more about the migration process and the new BT network at: www.switchedonuk.org

• Alternatively, for those customers who prefer to use the phone or have no internet access, a dedicated freephone customer service line has been set up 0800 030 4000.

• At the end of Pathfinder there will be a thorough review of all aspects of the programme including communications. We will take all the results from the communication effectiveness measurement undertaken during Pathfinder and as an industry decide upon the optimum mix of communication activities as we move forward into the mass migration phase.

Website visuals

Door drop and direct mail visuals

Residential door drop

SME direct mail

The switched-on communications toolkit • To ensure CP generated communications regarding the new network and

the process of getting switched-on are consistent across the industry, a comprehensive toolkit of collateral and guidance was circulated to the communication teams at every CP in the UK. Contents include:

- Switched-on identity artwork and brand guidelines.- Call centre briefing pack.- Information on how to register for the CPE testing tool and resolve

technical questions.- Pre-approved messaging for inclusion in internal and external

communications.- Guidance on how to refer to the switched-on web site and call centre,

including easy to install banners and buttons for CP external and internal websites.

- The latest version of this presentation.

• The latest toolkit materials can be downloaded from the communications area of the Consult21 website and will be added to over time at www.btwholesale.com/consult21

CP Toolkit

Preparations for ‘Pathfinder’• Pathfinder is the industry name for the area in South Wales where we will be trialling

migration activities prior to mass migration activities. This will involve 350,000 migrations in total

• Ongoing door drop/direct mail copy updates as required throughout test

• Preparation for tracking, measurement and evaluation throughout Pathfinder and after migration period completed

• Preparation for local communications underway, including:– media and other local influencers– other low cost opportunities to build awareness of pending migration activity and to

build ‘switched-on’ brand awareness e.g. targeting major local employers, community centres etc.

– posters and leaflet artwork produced in readiness– control areas will be used to test how effective additional activities are post

Pathfinder

• Like all other elements of the programme we will use Pathfinder to test the effectiveness of the door drop, direct mail and other local communication activities prior to mass migration.

First customers went live 28 November 2006

• The very first customer migrations began on the 27th November in the village of Wick, near Cardiff

• The ‘switched-on’ process officially launched at the local primary school in Wick where 11 year old Laura Wess made the first call on the new network

– This upgrade, which took place without the need for an engineer visit, new telephone or a new telephone number, is part of the first phase of the national rollout programme

• Further customers in Cardiff, Bridgend and the Pontypridd area will be the next to have their voice and broadband services transferred

• By the end of 2007, around 350,000 lines in South Wales are expected to have been migrated to the new infrastructure

Pontypridd

Cowbridge

Wick

Llantwit Major St Athan

Bonvilston

RhooseBarry Sully

PencoedLlantrisant

Peterston-S-Ely

Cardiff

Culverhouse

DinasPowys

Porthcawl

Pentyrch

Tonyrefail

OgmoreValley

Pontycymmer

Maesteg

Aberkenfig

Bridgend

Southerndown

Treorchy Ferndale

Kenfig Hill

NewtownLlantwit

Llanrumney

RoathLlandaff

Radyr

Taffs Well

Nelson

Porth

Tonypandy

Mountain Ash

Caerphilly

Treforest

Llanishen

Whitchurch

Hengoed

BargoedBedlinog

Ynysowen

Treharris

Abercynon

Ynysybwl

Senghenydd

Penarth

Llanedeyrn

Customer migration boundary

Pontypridd

Cowbridge

Wick

Llantwit Major St Athan

Bonvilston

RhooseBarry Sully

PencoedLlantrisant

Peterston-S-Ely

Cardiff

Culverhouse

DinasPowys

Porthcawl

Pentyrch

Tonyrefail

OgmoreValley

Pontycymmer

Maesteg

Aberkenfig

Bridgend

Southerndown

Treorchy Ferndale

Kenfig Hill

NewtownLlantwit

Llanrumney

RoathLlandaff

Radyr

Taffs Well

Nelson

Porth

Tonypandy

Mountain Ash

Caerphilly

Treforest

Llanishen

Whitchurch

Hengoed

BargoedBedlinog

Ynysowen

Treharris

Abercynon

Ynysybwl

Senghenydd

Penarth

Llanedeyrn

Customer migration boundary

Pathfinder area

Webcall update

18 April Product retirements

24 April 21CN overview

2 May Migration process

22 May CPE compatibility testing programme

31 May Switched-on communications campaign

27 Sept Migration portal overview

SOURCES OF FURTHER INFORMATION• Information and support for communication

providers on the 21CN programme:http://www.btwholesale.com/consult21

• The independent public information website covering the process of migration:

http://www.switchedonuk.org

• For general information about BT’s 21CN programme go to:

http://www.btplc.com/21CN/

Answers

Questions