Competitive
pricing on BTC’s Broadband, Internet and Landline telephone home communication
package has boosted the product’s sales levels by 400%.
Odette Carey BTC Product Manager – Broadband,
Landline, IP TV, Business Solutions, gave some insight into why sales have seen
such a significant increase this current fiscal year.
“I feel the main driver is the fact
that increasingly, people are recognizing that BTC provides the better-value,
more affordable total communication package.
There is no doubt that BTC has the package price advantage over Cable
Bahamas for Broadband, Internet and Landline services whether for home or
office,” said the product manager. “Our
sales figures are proof of this - up 400% over last year.
“Additionally,
BTC is recognized as the truly national telecommunications provider by virtue
of its active commitment to the expansion of Broadband and Internet access
throughout the entire Bahama Islands via Next Generation Network (NGN) now
close to completion.
“Sales have been driven by NGN
implementation and now that we are 90% complete in the Family Islands we are
seeing increased uptake including those people who have never had internet before
because Cable, although obliged to, never offered it to them.”
Ms. Carey said that on New Providence
alone, approximately 85% of BTC Internet sales over the last 11 months were to Cable
Bahamas customers.
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2.
“I feel it’s BTC’s better pricing
that’s drawing Cable customers to us. Our Premium fastest internet service is
$34.99 for 16mbs, a 30% savings versus CBL's $49.50 (unbundled) for 15mbs.”
Trebling
the BTC Telesales force has paid off too, bringing significant growth to sales
via direct calling.
“The sales team has been a lot more
aggressive this past year with a beefed up Telesales team clocking up
tremendous sales figures via direct contact.
This has proved far more effective and more useful to the customer than
any in-store selling initiatives in the past. Broadband in particular has
benefited from this approach. Cable uses
this method too but the customers always want to know the prices and BTC wins
hands down every time on package or product bundling pricing.
“At the end of the day,” summed up Ms.
Carey, “BTC’s more extensive coverage of the Family Islands and our better
pricing overall nationwide is driving the upward sales figures.”
Marlon Johnson, Sr. Vice President Brand and Communication, said it
was very satisfying to move into the new BTC Fiscal Year which begins in April,
with such a strong year behind them.
“We are seeing the results we knew were possible with the
implementation of NGN which puts BTC Broadband, Internet and Landlines on par
with many first world countries who have also recently moved to NGN,” said the
senior vice president.
“BTC has spent the last 2 years creating a world class communications infrastructure
that puts The Bahamas at the forefront of technology and ensures BTC is ready
and able to compete when market liberalization unfolds.”
The Bahamas Telecommunications Company (BTC) is the leading telecoms
operator in The Bahamas. BTC is jointly owned by Cable & Wireless
Communications and the Government of The Bahamas. Cable & Wireless Communications has both
management and Board control.