Virgin looks to bash BT in comms channel

Shake-up: Virgin Media Business claims the market needs "a compelling and distinctive alternative to BT"

Virgin Media has thrown its hat into the business telecoms ring and is hoping its strong brand equity will help recruit 40-50 channel partners.

Formerly known as ntl:Telewest Business, the new-look Virgin Media Business was unveiled today. Jason King, the firm's head of wholesale voice and data, stressed that this was not a simple rebranding exercise.

"This is so much more than changing the business cards and painting the vans red – this is a culture change," he said. "We will be trying to bring on board another 40 or 50 channel partners and our push is very much on the data side."

King asserted that VARs would be keen to sign up with a brand he claimed was associated with "great customer service, value for money and entrepreneurial flair". He also stressed that Virgin's position as the only carrier with a national fibre optic next-generation network (NGN) would allow it to steal a march on its rivals.

"BT is still rolling out (21CN), ours is complete and we can access the majority of businesses in the UK," he said. "The overall proposition is that much better than the competition."

Virgin Media chief executive Neil Berkett described UK businesses as " under-served" by the market's incumbent telcos.

“Virgin Media Business will take our strong customer-centric approach to a growing and under-served market in which there is a need for a compelling and distinctive alternative to BT, " he said.