UKNM: easyEverything hits Victoria

[Ray Taylor]

So easyEverything's new Internet cafe opens up next week in sight of

Victoria station? I had a peek through the window and it looks good to me.

The place is jam-packed full of computer screens (flat panel) set up back to

back in rows of desks.


But how will they get on with their brand extension from budget air travel

to high-street internet access?


My oft-expressed view is that good solid marketing companies like easyJet

are generally much better at mass market internet stuff than the UK "new

media" firms that mostly seem to want to preserve their little niches. I

have never in my life come across a business that was as grotty as the old

UK dialup market before tesconet and freeserve hit the streets last year.


But it will be interesting to see if easyJet manages the transition.


Ray Taylor - NMC/Adplan - The UK's best known online media buying agency

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-----Original Message-----

From: John Braithwaite <

JohnBGBGdirect [dot] com

>

To:

uk-netmarketingmail [dot] chinwag [dot] com

 <

uk-netmarketingmail [dot] chinwag [dot] com

>

Date: Thursday, June 17, 1999 06:55

Subject: UKNM: Smart Customers



>I agree that currently, as people get onto the web, they will tend to

>stay within the quiet, secure confines and boundaries that have been

>laid out by their ISP (e.g. Freeserve). Thus the Freeserve quote of 30%

>of customers 'never go out'.

>

>However I think that this is temporary and those people that choose to

>get access to the net are looking for a type of adventure (of some

>description or another). The ISPs may work really hard to offer the

>adventure, but in fact all they are offering is a watered down and

>limited version.

>

>All it takes is one email - let's call it "So you think you've made the

>most of the Web?" and a simple instruction on how to get the most from

>the web, how to use Portals, Vortals, Directories for YOUR (the

>customers) advantage. It will also indicate how to change your homepage

>etc. It just gets passed around - rather like the joke you received

>yesterday from one friend and two days previously from another friend,

>they don't know each other - but it's the same network of people (using

>the 5 degrees of separation principle).

>

>There will always be those that are happy to say that they are 'on the

>web' at dinner parties without ever engaging with the web - but are

>these the future purchasing customers on the web? Are these the

>high-earners? - probably not. The customers who engage with the web will

>get smarter and smarter (and better informed) and I don't currently see

>how any current ISP can force a customer into it's narrow confined

>world.

>

>The reason that Freeserve may be floated is that they actually

>(probably) have no long term plan at all and suddenly realise that they

>are looking at lots of customers (and spend) with little reward.


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