Alternative Full Fibre ISP BeFibre Refreshes its Branding
Broadband ISP BeFibre, which alongside UK network partner Digital Infrastructure is deploying a new gigabit speed full fibre network across towns in several counties (e.g. Essex, Cheshire, Derbyshire, Gloucestershire, Lincolnshire and Yorkshire etc.), has today launched somewhat of a brand refresh and new simplified logo.
The new branding, which has been pieced together by The Bigger Boat (TBB) and will be backed up by a new awareness campaign, appears to be partly centred around the new tag line of “broadband as it should be“. As usual, the goal is to capture attention in a market with a lot of competitors to worry about. The operator has also given their website a new lick of paint.
Sinead Gilbert, Head of Marketing at BeFibre, said: “As a business, we’re proud to do things differently and the messaging and creative assets that TBB has produced for us, showcases this approach perfectly. Like us, they’re vibrant, to the point, and honest and we believe this will be key to our ongoing disruption in a crowded market.”
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The operator began its rollout last year with an aim to cover 1 million premises across 80 UK towns and cities by the end of 2027 (here), albeit starting with an initial goal of achieving 200,000 premises passed (Ready for Service) by the end of 2022 (14,000 had been completed by August). Multiple towns, such as Crewe, Brentwood, Worcester, Clacton on Sea, Hattersley and many more, are due to benefit (here and here).
Customers of the service typically pay from £29 per month on a 24-month term for an unlimited 150Mbps (symmetric) package with free installation, which rises to just £51 for their top 1Gbps tier. The first 6 months of service are currently being offered at half price too, although the pricing doesn’t quite match that claim (e.g. the 150Mbps tier is £21, reduced from £29, which isn’t half price).
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 X (Twitter), Mastodon, Facebook, BlueSky, Threads.net and Linkedin.
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Looks like someone else’s branding but I can’t put my finger on who?
Sky?
Able to spend this on branding but supply garbage router and their solution is to add another router to the existing one lol
Generally we do seem to have moved backwards with full fibre. At least with VDSL2 most ISPs were happy for you to use any modem/router (as long as you didn’t need support setting it up, or fixing config issues). But now with GPON and similar it seems that it more common to be toed down to the ISPs kit.
I wonder how much of this is down to support (especially with Ofcom regs around speed), and how much is down to the increasing use of CGNAT and similar to work around IP shortages (and issue that the bigger more established ISPs don’t generally have)
It’s possible that these networks are locking down the CPE used because they are doing IPv4-as-a-service with something like 464XLAT or DS-lite, but often you find that even though they’ve built a new network from the ground up they aren’t even running IPv6, so don’t have that excuse.
I guess the ‘excuse’ is that most people don’t want or need IPv6.
There are very few sites that are IPv6 only, but many many that are IPv4 only. So the pressure is in to get working IPv4 access.
The effort to setup IPv6 addresses, DNS, routing and training support is probably one of those things the techs want to do, but the business has higher priorities.
14,000 complete by end of August but aiming for 200,000 by the end of the year? They should probably focus on building rather than a rebrand!