Knowingly undersold

Posted on Nov 21 2013 by Darren Farnden | Comments Off on Knowingly undersold

Reliability – not price – is what really matters to resellers and customers when it comes to connectivity says Darren Farnden, Head of Marketing at Entanet.

Darren Farnden, Head of Marketing

Darren Farnden, Head of Marketing

It’s always easy to focus on price when it’s all that the customer seems to be focused on and especially when connectivity services are promoted as a commodity. Do businesses really want a cheap service that can’t be relied upon?

At Entanet we’ve never espoused or promoted the low-cost-only route to selling. We always encourage and support our partners in promoting the key values of connectivity and, while this may seem like an obvious point to make, it’s one we believe is important to re-iterate time and time again because it’s all too easy to fall into the trap of selling on price and little else in a competitive and crowded market.

Share this article:
Share
Read More »

The connectivity scale part two: Where does broadband end and Ethernet begin?

Posted on Apr 19 2013 by Stephen Barclay | Comments Off on The connectivity scale part two: Where does broadband end and Ethernet begin?

In last weeks article (Part one) we started to look at the ‘connectivity scale’ and looked at the growing options around copper and fibre based broadband that are driving customers’ expectations of faster and more reliable services. Today we look at Ethernet based products that build on these expectations and deliver service attributes that are even more essential to business critical connectivity. Let’s start with GEA…

Stephen Barclay, Head of Sales

Stephen Barclay, Head of Sales

GEA

GEA is a new service which begins to bridge the gap between fibre broadband and Ethernet based solutions. Like FTTC, GEA utilises the existing copper infrastructure (a single copper pair) between the customer premises and the cabinet and then uses fibre back to the exchange. However, from the exchange it delivers the traffic across the Ethernet core network, not the broadband one. This means it can deliver an uncontended and dedicated service with service guarantees. GEA provides a comprehensive SLA, choice of backup options and a 9 business hour return to service guarantee, making it an attractive and cost effective option for business customers looking for a guaranteed service with short installation times and symmetrical speeds from 2Mbps up to 20Mbps.

Share this article:
Share
Read More »

ASA broadband advertising guidelines – any clearer now?

Posted on Mar 28 2013 by Darren Farnden | Comments Off on ASA broadband advertising guidelines – any clearer now?

Last year in April the ASA (Advertising Standards Authority) and CAP (Committee of Advertising Practice) released new guidelines governing the advertising of broadband speeds and ‘unlimited’ broadband packages.

Darren Farnden, Head of Marketing

Darren Farnden, Head of Marketing

In a previous article ASA broadband guidelines – What will it mean for resellers? we discussed the details of the guidelines, the likely impact on end users and for the industry and what they would entail for resellers. We came to the conclusion that although we recognised that the ASA and CAP were attempting to protect consumers and prevent them from being misled, the guidelines would cause further confusion and could potentially have a negative impact on the digital divide in the UK. We feared that these guidelines would put a lot of providers off advertising altogether and that this could lead to speed information being withdrawn completely. A year on we review the situation and see what the effect has been.

Share this article:
Share
Read More »

Update: ASA broadband guidelines – What will it mean for resellers?

Posted on Nov 02 2012 by Darren Farnden | Comments Off on Update: ASA broadband guidelines – What will it mean for resellers?

As of Thursday, all British mobile operators will be forced to comply with the Advertising Standards Authority (ASA) guidelines designed to prevent misleading mobile speeds being advertised.

Darren Farnden, Head of Marketing

Darren Farnden, Head of Marketing

The guidelines have already been in place for some time now for fixed-line broadband providers and are now applicable to mobile operators following a 3 month notice period.

The guidelines operate in much the same way as for fixed-line providers whereby speeds should only be advertised if 10% of their customer base can achieve the speed, whilst also being “clearly explained” to customers. However, the further difficultly mobile operators face is that they must make speed calculations based on the various locations users access the services.

Share this article:
Share
Read More »

12 Top tips for email marketing beginners

Posted on Oct 30 2012 by Darren Farnden | Comments Off on 12 Top tips for email marketing beginners

With all the hype over the past few years being about social media you could be forgiven for thinking that email marketing was in decline, but you’d be wrong. Email marketing is still one of the most popular marketing techniques and one that can yield great results. However for a beginner, email marketing can be intimidating and full of pitfalls, so here are our 12 top tips to help you get started.

The top tips

1. The database

Darren Farnden, Head of Marketing

Darren Farnden, Head of Marketing

Before you do anything you need a database to send the emails to. There are several key factors to consider here; do you purchase a list or build your own? Are your contacts all opt-ins or are you at risk of breaking data protection laws? Is this database relevant to the message you want to send? Is the database clean and up to date? Are you planning to build your own database over time (e.g. a list of existing customers)? You need to consider these points carefully. Most importantly, if you are not sure if your contacts have opted in to your emails – don’t send to them, when purchasing databases the list provider will be able to answer this for you.

Share this article:
Share
Read More »

Poll: How proactive are you with email marketing?

Posted on Oct 23 2012 by Gemma Dickinson | 1 Comment

With the rise of social media marketing you could be forgiven for thinking email marketing was in decline and something you no longer need to consider, but it remains one of the most popular and successful marketing activities. Over the next few weeks we plan to publish a new article on this opinion site that describes why email marketing is so useful and provides useful tips to help you get started. Therefore we would like to know how many of our reseller partners are actively involved in email marketing campaigns and how many would like to be but require some guidance. Let us know your thoughts by participating in our new poll and/or leaving us a comment below.

[cookiecontrol1]


 

Share this article:
Share
Read More »

The EU Cookie Law – Bureaucracy at its worst

Posted on Apr 24 2012 by Darren Farnden | 1 Comment

As if the latest ASA/CAP guidelines dictating how broadband should and shouldn’t be advertised weren’t enough to disarm UK Internet Service Providers’ marketing, another new law is about to come into effect that will cripple all UK companies trying to make best use of the Internet to market their products and services. It’s known as the EU Cookie Law and it comes into force from May 26 2012.

Darren Farnden, Head of Marketing

Darren Farnden, Head of Marketing

Under the new law, every single company or individual in the EU using cookies on their website will have to alert every visitor and give them the choice to continue with or without the use of cookies. Failure to comply could result in a fine of up to £500,000! This will result in website owners having to use pop up boxes or splash pages to inform visitors and gain their consent. As a result, websites will now run the risk of their visitors declining all cookies, which in effect stops them from working all together. No more logging into secure sites, no more adjusting text sizes and remembering preferences and no more Google Analytics to help marketers produce websites that are helpful and relevant for visitors.

Share this article:
Share
Read More »

A year in review – What did you think of 2011?

Posted on Dec 20 2011 by Elsa Chen | Comments Off on A year in review – What did you think of 2011?

It’s been a busy year for the industry with a lot of controversial topics and industry debates. Through this opinion blog we have covered many of the key issues and received a number of interesting comments from our readers. Therefore, we thought it would be beneficial to provide a review of 2011 which includes a number of opinions and comments from our partners and readers.

Elsa Chen, General Manager

Elsa Chen, General Manager

1. The dreaded DEA
First on the list in our 2011 review has to be the DEA. It has continued to plague the Internet industry this year and this looks set to continue into 2012. Barely a week has gone by where the DEA has not made the industry news in one form or another but the major points to remember are as follows:

  • 25% of the costs of the three strikes rule to be covered by ISPs
  • The BT and TalkTalk judicial review which has now been granted grounds for appeal
  • The popular Hargreaves’ report which aimed to restore some of the balance with regards to copyright infringement
  • Ofcom and the Government’s u-turn on website blocking plans despite the court decision to force BT to block the Newzbin2 website.
Share this article:
Share
Read More »

Poll: Which of the following issues will most greatly affect the Internet market in 2012?

Posted on Dec 05 2011 by Gemma Dickinson | 1 Comment

It’s been a busy year for the Internet industry with lots of controversial issues and news affecting ISPs, consumers and other industry bodies. We have covered many of these items on this opinion website. However, we would like to know your thoughts. Which of the issues raised in 2011 do you think will most greatly affect the Internet market in 2012? You can let us know your opinions on this by participating in our poll or by leaving us a comment below.

Share this article:
Share
Read More »

ASA broadband guidelines – What will it mean for resellers?

Posted on Oct 03 2011 by Darren Farnden | 3 Comments

The ASA (Advertising Standards Authority) and CAP (Committee of Advertising Practice) have released their guidelines for the advertising of broadband speeds and ‘unlimited’ broadband packages, which will come into effect from 1st April 2012. We discuss the details of the guidelines, the likely impact on end users and for the industry, and what they will entail for resellers.

Darren Farnden, Head of Marketing

Darren Farnden, Head of Marketing

Broadband speeds
Let’s look at broadband speeds first. Currently, the usual practice is for ISPs to advertise the speed of the broadband service based on an ‘up to’ maximum speed achievable by that technology (e.g. ‘up to 24Mbps’ for ADSL2+ or ‘up to 40Mbps’ for FTTC). These headline speeds are supported by disclaimers (in small print), which explain that the actual speed achievable is dependent on the quality and length of the line. At the point of order the end user is then given further information based on their telephone number, which details the access technologies available to them (e.g. ADSL, ADSL2+ or FTTC) and the likely maximum speed they will be able to achieve.

Share this article:
Share
Read More »