News 

It will continue to support existing subscribers with both customer care and the launch of new services but will cease any further proactive sales, marketing or advertising activities to acquire new customers.

The ISP will instead focus on offering its extensive LLU network as a wholesale product

ADVERTISEMENT

for other service providers.

The changes will result in 150 job losses, mainly in sales and marketing.

The company's local loop rollout plan is unchanged, with a target of 800 fully unbundled exchanges by 30 September 2006. By the end of the year, Bulldog's owner Cable & Wireless will begin to provide corporate customer access in addition to its wholesale services.

'As the market leader in full local loop unbundling, we have been looking at the best way to maximise the return on our investment,' said John Pluthero, group managing director. 'We believe that a wholesaling approach to the consumer and SME market is the best way to optimise our return from our unique local loop network capability.'

Although Cable & Wireless has not said as much, it appears that the predicted broadband price war may have claimed its first casualty.