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Be Broadband Launch More Than 8 Meg Campaign

Posted: 24th Sep, 2008 By: MarkJ
Popular UK ISP Be Broadband (O2) has announced the launch of their new 'Broadband Heaven' campaign, which seeks to promote the advantages of Be's up to 24Mbps (ADSL2+) broadband packages by using the “Don’t get up to 8meg, but get more than 8meg” slogan:

Felix Geyr, Managing Director of Be Broadband, said: "Be has always strived to be transparent and honest to its customers. Coupled with the recent launch of Be’s speed estimation tool, new customers can check the speed they will receive, rather than the ‘up to’ that other ISPs provide. As Be offers currently offers the fastest broadband in the UK according to many independent sources, for many customers this will mean they can get more than 8meg. We look forward to offering more of the UK’s broadband customers our excellent service and welcoming them to broadband heaven."

To tie-in with announcement, Be has launched a mini-site that explains to the consumer what ‘broadband hell’ looks like and offers Be’s service as the route to ‘broadband heaven’. The site can be found at http://www.morethan8meg.com .

Be defines broadband hell using the following measures:

• Buffering: When you’re watching stuff on YouTube or iPlayer does it always stop and say ‘buffering’? It does that because your connection isn’t fast enough to handle the media you are watching.

• Download: Does it take ages to download music, movies or TV shows? Check out what speed you can get right now by entering your BT number on the Be home page.

• Lost Connection: Poor reliability can be tortuous, especially if you spend a lot of time doing stuff online. Be prides itself on it’s service that’s one reason why Which? rated Be Broadband at 85% satisfaction and a Best Buy.

• Throttling: Some broadband providers cram more customers in the local exchange than others. To make sure it still works they throttle their customers’ speed down, literally choking their fun. Be don’t do that and never have.

Be are certainly playing to their strengths with this campaign, although the buffering remark about YouTube is perhaps more to do with general network congestion and or limitations than the top speed. Most streamed YouTube videos do not require a terribly high connection speed to be viewed without interruption.
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