Post Office Broadband is a late entrant into the broadband market, but the company has set ambitious targets for itself as it seeks to catch up its more established rivals such as AOL and Virgin Media.
The Post Office has identified its target market as the over 50s, as well as people who prefer to pay for their downloads in cash. It estimates that this group could comprise as much as 25% of all current internet users. In addition, the Post Office hopes to target an estimated six million families which still have no high-speed internet at home, reportedly to the value of around £500 million.
The Post Office already has 400,000 telephone customers, who will no doubt be targeted with the new broadband offering. The company has also set aside a £9m marketing budget for its news service, and is likely to features the boy-band Westlife in its high-profile TV advertising.
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