Media Relations: What The Papers Say - BT's Fusion gets mixed reception

The launch of BT's hybrid mobile/landline phone appeared to push all the right PR buttons.

Fusion was heralded by BT as a world first, offering customers value, convenience and seamless switching between a mobile network and a home-based broadband connection.

The claimed 95 per cent savings on mobile-to-landline calls prompted favourable headlines, while endorsement came from IT consultancy Ovum, which predicted 'the industry will never be the same again' (Reuters, 15 June).

But further investigation revealed potential concerns: 'The wrong numbers at BT Fusion' (The Observer, 19 June); 'The technology is impressive, but the economics are unproven' (The Sunday Telegraph, 19 June); 'Fusion fails to match up to the potential of the technology' (zdnet.co.uk, 15 June).

With tariffs deemed uncompetitive, and an unclear target market, the Fusion was dubbed the 'Con-Fusion' (Silicon.com, 16 June).

'Fusion could cost more than you think' echoed Computer Business Review (16 June). But with positive messages outweighing negative comment, Fusion is by no means a non-starter.

Analysis conducted by Echo Research from data supplied to PRWeek from NewsNow. www.echoresearch.com www.newsnow.co.uk.

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