BT "expects" to roll out Phorm

 

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By Barry Collins

Posted on 16 Dec 2008 at 07:46

BT says it plans to roll out Phorm's controversial Webwise system across its broadband network.

Phorm's behavioural advertising service delivers adverts to the ISP's customers based on the user's surfing habits.

The telecoms giant has been trialling the Webwise platform since September, but now says it's ready to move to the next stage.

"The trial has now concluded and achieved its primary objective of testing all the elements necessary for a larger deployment, including the serving of small volumes of targeting advertising," BT claims in a statement.

"There will now be a period of joint analysis of the results. Following successful completion of analysis of both the trial results and of any changes required for expansion, BT's expectation is to move towards deployment."

Up to 10,000 people were involved in the BT trial. This latest trial was conducted on an opt-in basis after BT ran into a storm of protest for two secret trials of the technology in 2006 and 2007. Privacy advocates branded the previous trials "illegal", although the police and the Information Commissioner's Office both declined to prosecute BT and Phorm after investigations.

Carphone Warehouse and Virgin Media are also planning to deploy the Webwise system, although Phorm has long stated that it expects BT to be the first ISP to roll out the system commercially.

Is Phorm really that bad? Read our feature here