Dingo Blue: new dog on the block

A new telecommunications and Internet service provider launched into the Australian market today with a bright and bold marketing campaign aiming to attract 50,000 customers by the end of the year.

"Rock bottom rates" is the predominant theme of marketing materials introducing Dingo Blue (http://www.dingoblue.com.au), a wholly-owned subsidiary of Cable & Wireless Optus, into the already crowded telco marketplace.

The company is offering seven products aimed at the residential and SOHO markets, mostly bundled packages comprising Internet access and local, long distance and international phone calls.

Rates will be competitive as compared to One Tel and AAPT, but Dingo Blue will not be starting a price war, its managing director Martin Paech said today. Rates will be reviewed daily so that "consumers will pay some of the lowest prices in the country for their Internet and phone services," said Paech.

Consumers interested in Internet access will have a choice of three deals currently on offer and it will be cheaper if they use Dingo Blue's telephony services. Unlimited monthly access in conjunction with long distance calls provided by Dingo Blue will be charged at $35 as compared to $45 for the unlimited monthly access alone. A third plan offers 20 hours per month at a cost of $25 when "taken with long distance calls".

Paech said he expects 30 to 40 per cent of Dingo Blue's anticipated 50,000 customers will use both Internet access and long distance calls provided by the company.

Customers of Dingo Blue will be able to check their usage and pay bills online at the company's Web site, where they can also receive customer support.

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Molly Furzer

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