In order to provide a strong enough proposition for TalkTalk to overcome the customer inertia associated with changing provider, we recommended re-building the TalkTalk product and business model. In addition to offering cheaper calls, we proposed giving all TalkTalk customers free calls at any time between each other and asking them to grow the company amongst themselves. The peoples phone company big idea was launched in April 2004 and has grown to encompass their broadband offering launched in 2006.
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