Talk Talk turn to IAS to launch business rebrand

Executive summary

TalkTalk’s business arm was trading as Opal Telecoms, and doing OK. 

But OK wasn’t OK. The company hatched an audacious plan to become as big as its residential big sister in three years. An obvious move was to leverage the TalkTalk brand more effectively, and a strategy to migrate to TalkTalk Business was drawn up. 
To switch overnight was an option, but presented issues for customers and, crucially, the staff. Opal is a young company and was a result of mergers so more sudden change would have been met with cynicism by people yet to really find a clear brand to belong to. 

They felt intimidated by their bigger rivals BT and in the shade of their sister company and were understandably lacking motivation at being just, OK. This was a frustrating situation for everybody as they held an ace yet to be played effectively. Namely their own brand new fibre optic network covering the UK – the TalkTalk network, which delivers the Internet with priority over residential users (something BT with its 100 year old copper cables struggles with) making the future business services everyone’s talking about (cloud, Internet calls) available now.