Vonage’s UK Launch - No Hype
On 6 January, US service provider Vonage officially started offering voice-over-IP (VoIP) in the UK. But in contrast to the hype surrounding the technology and the company, this was an unassuming launch.
At present, residents and small businesses can only sign up to the service - prices for which start at £9.99 a month - through the Vonage Web site. They get unlimited calling to fixed-line phones in the UK and Ireland, and free benefits including Voicemail Plus, three-way calling and calls to mobiles from 5p a minute.
So why the modest introduction? Hype isn’t Vonage’s style. In its main two markets, the US and Canada, it waited several months after launch before embarking on a serious marketing effort. It now has more than 400,000 subscribers, having doubled its customer base in the past six months. The emphasis is on engagement with users, not hype.
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