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Full Fibre ISP Trooli Ploughs £3.5m into Marketing for UK Network

Wednesday, July 3rd, 2019 (8:15 am) - Score 2,435

Alternative full fibre (FTTP) broadband ISP Trooli (CallFlow), which last month secured nearly £27m (€30m) from European investors (here) and aims to cover 500,000 premises across the South East of England by the end of 2024, has signed a £3.5m deal with marketing firm Cheeky to help promote their new network.

The ISP, which is the offspring of UK ISP Call Flow Solutions and was founded by ex-BT executive Andy Conibere, only started life last year (here) and has so far covered over 6,000 premises around Kings Hill, Kate Reed Wood, Paddock Wood and Hawking in Kent, as well as Ropley and Bramdean in Hampshire.

The operator is known to be using ADTRAN’s new 10Gbps XGS-PON Fibre-to-the-Premises (FTTP) equipment and they’re also making some strategic use of Openreach’s (BT) existing cable ducts via the recently revised Physical Infrastructure Access (PIA) product, which enables them to run their own fibre through some of the incumbents existing ducts.

However we think it’s probably fair to say that a lot of alternative network (AltNets) providers, particularly those in the Gigabit capable Fibre-to-the-Premises (FTTP) sector, tend to overlook the importance of fully promoting what they build. Often just sticking flyers through doors isn’t enough (most of us automatically bin such things).

In response Trooli and Cheeky is to run a much bigger and fully integrated campaign that will target homes across the South East of England via OOH (outdoor advertising), TV, Radio as well as Digital, Social and Direct Marketing. Cheeky was previously responsible for helping CallFlow to design and establish the Trooli brand (details).

Andy Conibere, CEO of Trooli, said:

“We were delighted with Cheeky’s great work in helping us select Trooli as our FTTP brand. Their subsequent leadership in developing the brand identity meant that consolidating the partnership with a new three year contract; was an easy decision to make.”

Max Borsa, Cheeky Managing Director, said:

“This is a significant win for us and helps cement our growing reputation as a heavyweight agency. It’s great to be partnering with such a creative thinking client too – the trial campaign was bold, innovative, and was rewarded as a finalist in two national award schemes. It confirms our belief that you don’t need to be in London to do challenging, creative and successful work.”

We assume this is a location targeted deal since otherwise Trooli would run the risk of promoting something that many people can’t yet access, although they could also use it to help collect interest from nearby communities to their existing network (demand-led deployments can use this to plan their rollout).

Trooli’s packages tend to cost from £50 inc. VAT per month for an unlimited 300Mbps service and this rises to £80 for 900Mbps+ (one-off installation charges range from £80 for self-install to £120 for a Trooli install).

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By Mark Jackson
Mark is a professional technology writer, IT consultant and computer engineer from Dorset (England), he also founded ISPreview in 1999 and enjoys analysing the latest telecoms and broadband developments. Find me on Twitter, , Facebook and Linkedin.
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7 Responses
  1. AnotherTim says:

    “a lot of alternative network (AltNets) providers, …, tend to overlook the importance of fully promoting what they build” is true in some cases, but some others overlook the importance of fully building what they promote.
    I hope Trooli manage to do both.

  2. Jarvis says:

    Is there anywhere that actually collates and displays accurately what fibre products are available or due to be available incuding OR, VM and AltNets?

    Because otherwise I can see this becoming very difficult to understand and most will lose out due to a lack of awareness. Most people will just go onto the standard BT checker to see what they can get.

    1. Andrew Ferguson says:

      Yes

      https://labs.thinkbroadband.com/local/postcode-search

      Some of the FTTP ISP on there are just 100 to 200 premises passed

    2. Mark Jackson says:

      The “due to be available” aspect is another matter as ISPs (excluding Virgin and Openreach) tend to only share information on network availability for live areas. Detailed forward plans are often considered commercially confidential unless state aid is involved.

  3. SimonM says:

    It’s up to them as a business, of course, but £3.5 million marketing spend on such a small amount of coverage (three small places, of which most of the postcodes I’ve tried aren’t showing it as available), seems a bit, umm, much?

    Surely they’d be better spending the £3.5m on building the network, making it available for people to use. I don’t believe advertising to people in those very specific areas (Kings Hill, Kate Reed Wood, Paddock Wood) would cost anywhere near £3.5m.

    Paddock Wood for example appears to have a population of around 8,300, and the other two places I can’t even find an estimate as they seem so small (or counted in a larger area). Assuming each house has more than an average of 1 person, this seems to be a huge amount of spend per household/business.

    And on top of that, if the 1000Mbps package is £80, (and £50 and £60/month for the lower speeds), surely they’re not going to be making back that money very fast.

    I can only presume the marketing is for their entire roll out for the next five and a half years or so, until end of 2024 as you’ve said, and that they’re going to cover some far higher population areas to make that much spend worth it. £53,000/month marketing for 66 months in a row, I suppose not too bad once you’ve got the network built in lots of towns (depends on the number of properties covered, and what percentage of take up they can get), but as yet they’ve not, as far as I’m aware.

  4. 5G Infinity says:

    That spend as indicated over 500,000 customers, or GBP7/head customer acquisition cost is actually low. My concern is that this isn’t open-access wholesale, so if you sign up and then subsequently don’t like the services and there is no overbuild then you are stuffed.

  5. FibreBubble says:

    £3.5m? They were robbed.

    The poster has BT Infinity text twice the size as the Call Flow brand. Passing cars will only see BT.

    The entry product is far too expensive to sell in volume.

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