British Telecommunications (BT) headquartered in London, United Kingdom is using democracy to decide where to expand its business in the UK.
BT will wire up five new fibre-optic high speed broadband exchanges in locations around the UK. The problem is BT cannot decide where to build these exchanges, some genius in the London headquarters has come up with the idea to ask the consumers themselves.
A website has been created by BT which allows individuals and communities to express their desires to have access to one of the five new exchanges. In a sense everybody in the UK will be able to cast a vote for their exchange. The exchanges with the most votes will be deemed financially viable and so will be connected to next generation broadband.
The site will show a running tally and a leader board of the exchanges gathering the most votes. The scheme is being dubbed, The Race to Infinity. http://www.racetoinfinity.bt.com/
Next generation broadband has got everybody excited and the hope is that the UK can be as well connected as countries such as South Korea and Japan. BT will spend £2.5bn into connecting over 70% of all homes in the UK using FTTH and FTTC technologies.
FTTH is when the fibre cables are connected directly to the users’ home; and FTTC is when the fibre cables are connected to a street cabinet and then the homes are connected by old copper cables from the cabinet.
This is definitely a clever campaign because it is nothing more than a retail campaign. BT not only build up their brand, but they are also building a fool proof business plan.
The new exchanges should be ready by 2012 at the latest.