Cable Industry News
Demon relaunch targets businesses and geeks
Saturday, 19, June, 2010
Demon is back with a new lineup of broadband packages, targeted at businesses and "geeks".The ISP is looking to attract businesses and power users looking for high-quality support for mission critical apps instead of just opting for residential services because of price.One of the first ISPs to emerge in the UK, Demon was founded in 1992 and bought by Thus in 1998, which was in turn acquired by Cable & Wireless in 2008. The brand hasn't been heavily marketed since then, but is now bringing the Demon name back to draw power users to the Cable & Wireless network.
"We think it's a great time to do it as people are more conscious of not all broadband being equal," Demon's head Mark Cantwell told PC Pro. "As an industry, it's not got the best reputation."Cantwell said he doesn't see the classic ISP going toe-to-toe with residential broadband providers, which are battling it out for customers over price."It's expert users, geeks, people working from home, gamers and small businesses," he said of Demon's target market. "The 90% of the residential market is just after the cheapest deal for broadband and voice, it's going to be a difficult sell for us.
