@Home Looks to Maintain Momentum
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In an effort to further boost its growing share of the emerging Internet via cable market, @Home Network made a series of marketing moves today that include the launch of a new advertising campaign, a Cisco co-sponsored mall tour, and a retail agreement with Computer City.
The initiative follows recent announcements that @Home has surpassed the 100,000 subscriber mark, and formed a joint venture with Dutch cable operators CasTel and Palet Kabelcom to launch @Home Netherlands.
The Redwood City, CA-based company also introduced @Home Assistant today, a standalone desktop application designed to deliver customized information that can be viewed through a desktop icon or a full-size window, without the need to launch a browser. Features include news, sports, stock quotes, e-mail alerts, a TV guide, and CD-quality audio playback.
The company said it will debut its new "@Home Internet Revolution" advertising campaign through direct mail, TV, billboards, print advertising, and an Infomercial. In combination with other efforts, the marketing strategy is estimated to produce over 40 million media impressions, according to @Home.
Taking a "seeing is believing" approach, the company will also demo the @Home service on a "broadband tour" co-sponsored by network solutions provider Cisco Systems. The tour will span 12 U.S. markets and is projected to reach over 300,000 people.
In addition, @Home's marketing initiative includes an agreement with Computer City under which the retailer will demonstrate, sell, install, and provide technical support for the @Home service throughout Comp City stores in North America.
"We're on a roll in '98 and we're not letting up," stated Dean Gilbert, senior vice president and general manager of @Home Network. "We're out to capture market share and expand the @Home footprint with a series of 'in your face' marketing programs that will educate consumers and make the choice clear that cable is the best option for consumers when it comes to broadband Internet services."