City Focused UK Broadband ISP Hyperoptic Launch New Customer Rewards Scheme
City-focused full fibre broadband ISP Hyperoptic, which claims to have deployed their FTTP/B network to cover 1.9 million UK homes (mostly across blocks of flats / MDUs), has today launched a new Rewards feature within its ‘My Account’ platform, giving customers access to “exclusive perks, discounts and offers at no extra cost“.
Quite a few broadband and mobile providers (O2, Sky Broadband etc.) offer Reward schemes, which essentially help to encourage existing customers to stay by offering lots of special offers and experiences. Hyperoptic’s new platform will thus do this by bringing together offers across food, entertainment, retail and lifestyle, with brands including Ocado, Gousto and lastminute.com. New deals will be added weekly.
Sadly the announcement doesn’t include any examples of the rewards they’ll be offering, which seems like a missed opportunity, but we do at least get a comment.
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Lutfu Kitapci, Chief Commercial Officer and MD of ISP at Hyperoptic, said:
“Connectivity today is about more than speed. It’s about delivering a straightforward, reliable experience that just works for customers, day in, day out.
Our focus has been on removing friction at every stage, from sign-up through to support, and making it easy for customers to get the most from their connection. Rewards builds on that. Bringing added value into one place, in a way that’s simple and genuinely useful.
It’s another way we’re staying in our customers’ corner.”
The reality for most consumers is that they would often rather have a discount on their monthly service rental than a rewards programme, which they may or may not extract much benefit from. But others may have a different perspective and it often very much depends on how attractive the offers on this platform are to consumers.
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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It’s a bit sad that a company that was providing symmetric gigabit into your flat over a decade ago for £50 has got stuck at that speed due to the way they built. Random loss of IPv6 routing that support don’t know how to deal with that then fixes itself a few weeks later, and a very ‘the database says we can’t do that’ approach to service availability when you’d expect them to be fighting for every subscriber they can get in an environment increasingly overbuilt by other operators. They used to be a bit of a challenger but there’s not really any USP there now.
If they want more customers they need to extend their coverage. Spending money on perks won’t attract many new customers.
They make money from the perks. It’s just a fancy referral scheme so they get paid when their customers use their codes with the participating retailers. I mean there’s nothing wrong with it but it’s not some form of generosity like they make out.
I’ve been with Hyperoptic for over a decade, at a time when BT were simply not interested in going into MDMs and could only offer us 13meg. It was revolutionary, and our building resident association were delighted to have a brilliant solution.
I echo Jonny though, certainly in our building they went the huawei switch route with internal CAT5. They’ve kinda boxed themselves in a bit. After 10 years, lazy BT have finally fitted fibre (in a really messy way), but when people look and see they can get faster/cheaper(although not symmetric offerings) then you can understand why they will loose market share. I fear for Hyperoptic when BT are now testing Multigig. Even launching a 10gig service will only buy them a few more years. If they want to be bold, they’ll have to try the 100gig cablelink and 25gig services or just melt away.