1. The UK communications industry migration campaign Version 7 – 31 May 2007 Information correct at time of publication. Please note that the latest version of this presentation can always be found in the toolkit section within the communications area of the Consult21 website – www.btwholesale.com/consult21www.btwholesale.com/consult21

2. Content An overview of the campaign itself - what is included in switched- on and why is this campaign important? A brief background to the Consult21 programme and industry working communications groups, protocols and processes in place. How communications to corporate, multi-site customers are being managed. An overview of the attributes of the switched-on brand - what it represents and brand guideline highlights. Information on Carlson Marketing - the agency appointed by the industry to manage the campaign. Communication channels and materials in place already including the website, call centre, toolkit and doordrop/direct mail materials. What is being planned for Pathfinder and beyond. Q&As

3. Why create a new platform? Customers and CPs connected to BT’s next generation network will benefit from its stability, security, speed and high capacity. The new next generation network will put UK consumers and businesses at the forefront of communication technology developments worldwide. Third parties will be able to develop new products and services enabled by the migrated BT network (such as next generation broadband and video on demand).

4. Background Between 2006 and 2011, BT in consultation with the UK telecommunications industry and with input from Ofcom, will be managing the upgrade of its voice, broadband, and ISDN lines to a next-generation network. Representatives from the UK Communications industry agreed the need to communicate the process of voice, broadband and ISDN migration to ensure any end user disruption is minimised. To this end, a group under the auspices of BT’s Consult21 programme representing the industry, appointed an agency, Carlson Marketing to devise and manage this communication programme on behalf of all the industry. The communication of the migration programme is being managed by a Working Group comprised of representatives from Communication Providers (CPs), resellers and industry associations. Due to the engineering work required at individual exchanges, customers may experience some minor service interruptions when their voice, broadband and ISDN lines are switched-on to the new network. Ofcom is involved in and supportive of this activity.

5. Why does BT consult? Reason 1 – to minimise implementation risks Reason 2 – to maximise the benefit of 21CN: To deliver a great network with profitable products and very satisfied customers Consult21 Objectives Ensure industry is aware of the 21CN vision and BT’s progress towards it Achieve a shared understanding with industry on 21CN Ensure industry has an opportunity to input to 21CN development

6. Consult21 Structure: Today Systems & Processes Network Structure Implementation & Migration Communications Interconnect & Portfolio Point to Point BroadbandLine Access Working Group Management STEERING BOARD Expert Groups A number of Working Groups, including four Product / Portfolio focussed, co-ordinated through Consult21 WG Management into the Steering board

7. What is switched-on? Switched-on is the name of the programme of public information to communicate BT’s migration to a next generation network. A switched-on branded door drop will be sent to almost every residential address in the UK. A targeted direct marketing pack will be sent to approximately 2 million single site small businesses. Corporate customers will be informed of the switched on process directly by their CPs. An independent switched-on web site has been developed to provide additional information and to further reassure customers about the new network. Over time, customers will be able to use the web site to find out when their voice, broadband and ISDN services will be switched- on. A dedicated and independent switched-on call centre has also been set up to provide information to customers and to handle customer queries relating to the switched-on process. Switched-on is not commercial in any way and is not designed to give any single provider a competitive advantage. It will not communicate any new services or benefits enabled by the new network for BT or any other CP.

8. The aim of switched-on To inform consumer and SME end users with key information about the migration such as details of service interruptions, and minor changes to services. To ensure that customers are positively informed about the migration process and feel a sense of reassurance. To build a sense of anticipation for what the new platform will enable. To be inclusive and representative of the whole industry: not to create competitive advantage for any CP.

10. Brand values 1.Important 2.Trustworthy 3.Informative 4.Beneficial 5.Personal

11. Copy Tonality - Our Definitions We are… Crisp and clear Everyman Confident Direct Friendly Enabling Keeping it simple Outward-facing Looking forward Grounded and realistic Expert Reassuring Informational Community-spirited Capable, can-do and hands on A gateway to discovery A partner Helpful We are not… Opaque Exclusive Uncertain Jargonistic Stand-offish Restrictive Geeky or techie In-house/Introspective Sentimental or Retrospective Blue skies Still learning Unsupportive/concerning Salesy Laissez Faire/competitve Academic or theoretical A closed loop A teacher Not helpful

12. Who will we be affected by the process? All customers with BT based voice, broadband or ISDN lines will be switched-on to the new network. Cable customers and Kingston Communications customers in East Yorkshire will not be affected. Mobile networks are not affected by the switch to the new network. Calls by mobile or cable customers to lines which are being switched-on may be affected by service interruptions.

13. Switched-on timings The migration process will be split as follows: -Year 1: Preparation and initial migration in Cardiff and parts of South Wales -Years 2-5: National migration. The migration process began on 28 November 2006 in Wick near Cardiff. The initial phase, involving the migration of 350,000 lines in the Cardiff area will be complete by the end of 2007 (excluding ISDN) Following a thorough review, the national roll out will commence in early 2008. The switched-on process is due for completion by the end of 2011.

14. The switched-on customer communications programme Current plans are that every household in the UK (approximately 26 million) will receive an information leaflet through their letterbox explaining what switched-on is, and stating the date their line is due to be switched-on. The information will be distributed the week before that location is due to be migrated, in line with the migration schedule. Similarly, every single site small business in the UK (approximately 2 million) will receive targeted direct marketing materials detailing the switched-on process and how it could affect their business. This will also be distributed the week before that location is due to be migrated, in line with the migration schedule. Larger corporations will be contacted directly by their CP(s). It is anticipated that communications will state the date when services are to be switched-on. Customers can find out more about the migration process and the new BT network at: www.switchedonuk.org www.switchedonuk.org Alternatively, for those customers who prefer to use the phone or have no internet access, a dedicated freephone customer service line has been set up 0800 030 4000. At the end of Pathfinder there will be a thorough review of all aspects of the programme including communications. We will take all the results from the communication effectiveness measurement undertaken during Pathfinder and as an industry decide upon the optimum mix of communication activities as we move forward into the mass migration phase.

15. Website visuals

16. Door drop and direct mail visuals Residential door drop SME direct mail

17. The switched-on communications toolkit To ensure CP generated communications regarding the new network and the process of getting switched-on are consistent across the industry, a comprehensive toolkit of collateral and guidance was circulated to the communication teams at every CP in the UK. Contents include: -Switched-on identity artwork and brand guidelines. -Call centre briefing pack. -Information on how to register for the CPE testing tool and resolve technical questions. -Pre-approved messaging for inclusion in internal and external communications. -Guidance on how to refer to the switched-on web site and call centre, including easy to install banners and buttons for CP external and internal websites. -The latest version of this presentation. The latest toolkit materials can be downloaded from the communications area of the Consult21 website and will be added to over time at www.btwholesale.com/consult21www.btwholesale.com/consult21

18. CP Toolkit

19. Preparations for ‘Pathfinder’ Pathfinder is the industry name for the area in South Wales where we will be trialling migration activities prior to mass migration activities. This will involve 350,000 migrations in total Ongoing door drop/direct mail copy updates as required throughout test Preparation for tracking, measurement and evaluation throughout Pathfinder and after migration period completed Preparation for local communications underway, including: –media and other local influencers –other low cost opportunities to build awareness of pending migration activity and to build ‘switched-on’ brand awareness e.g. targeting major local employers, community centres etc. –posters and leaflet artwork produced in readiness –control areas will be used to test how effective additional activities are post Pathfinder Like all other elements of the programme we will use Pathfinder to test the effectiveness of the door drop, direct mail and other local communication activities prior to mass migration.

20. First customers went live 28 November 2006 The very first customer migrations began on the 27 th November in the village of Wick, near Cardiff The ‘switched-on’ process officially launched at the local primary school in Wick where 11 year old Laura Wess made the first call on the new network –This upgrade, which took place without the need for an engineer visit, new telephone or a new telephone number, is part of the first phase of the national rollout programme Further customers in Cardiff, Bridgend and the Pontypridd area will be the next to have their voice and broadband services transferred By the end of 2007, around 350,000 lines in South Wales are expected to have been migrated to the new infrastructure

21. Pathfinder area

22. Webcall update 18 AprilProduct retirements 24 April21CN overview 2 MayMigration process 22 MayCPE compatibility testing programme 31 MaySwitched-on communications campaign 27 Sept Migration portal overview

23. SOURCES OF FURTHER INFORMATION Information and support for communication providers on the 21CN programme: http://www.btwholesale.com/consult21 The independent public information website covering the process of migration: http://www.switchedonuk.org For general information about BT’s 21CN programme go to: http://www.btplc.com/21CN/

24.  Answers Questions