The launch PR campaign will focus on three aspects that are being sold as the benefits of the service: savings, customer service and attractive rewards.
‘We are the largest high-street retailer and we have fantastic levels of trust in our brand. We think we can make PR work incredibly hard for us,’ said Post Office group sales and marketing director Gordon Steele.
The service will go head-to-head with market leader BT. The Post Office has linked up with Cable & Wireless to provide the service.
The Post Office will use its 15,500-branch network to market HomePhone to its 29 million customers. In addition to savings on phone bills, the Post Office will also offer customers discounts on its other 170 products and services. The UK fixed-line residential telephony market is worth almost £7bn a year.
‘The telecoms market is very interesting at the moment,’ Steele said. ‘Many people moved away from BT in the last quarter and we think we’ve got the right proposition.’
Inkfish will provide call-centre support and Servista will handle customer care and billing services.
‘Launching this is a natural progression,’ said Steele. ‘Moving into the fixed-line market is a natural extension [from phonecards].’
He added that the Post Office was also in the process of launching its financial services packages.