A Recessionary Model for Cheap Calls and Business Communications

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Kent communications powerhouse Keypoint Communications is beating the recession, and its competitors, hands down. Keypoint’s business communications model is so far removed from the structures of its competitors it’s a wonder there’s any market left at all. Customers have voted with their allegiance: and they’ve done so decisively in favour of the radical new “honest pricing policy” championed by the Kent communications provider towards the beginning of 2009.

Keypoint Communications

Keypoint always promised businesses cheap calls. They got them, just over a year ago, with an astonishing price tariff that revealed BT and all the other industry big guns to be highway robbers of pretty much inconceivable proportions. Suddenly, standard business communications contracts appeared to be not just a little overpriced by downright offensive, with hidden charges, punishing contract durations and ludicrous minimum chargeable call rates costing companies thousands of pounds every year. Keypoint’s cheap calls tariff offered business customers no setup charge; calls charged at a flat 24 hour, per second rate; and a rolling 30 day contract that could be exited at any time. The business world went crazy for it.

Keypoint’s model, of course, was, and is, ideal for businesses operating in a hugely tricky economic landscape. Business communications are obviously essential – which makes them prone to exploitation, but also prime territory for introducing progressive models that take hold quickly. The Keypoint cheap calls tariff did just that, offering companies a chance to save thousands of pounds at a time when even the idea of saving thousands of pennies was too tempting to ignore. Once the tariff took hold, Keypoint were able to initiate the second part of their offensive – launching a full business communications service (call forwarding, caller ID, vPBX, expandable systems) along the same lines.

Not every company wants call forwarding or caller ID. Not every business needs a vPBX. Only some companies need a big bank of phone system capabilities. And other companies need to start with a compact, cheap phone system that can be expanded in the future. Keypoint realised that their cheap business calls model could be applied to the whole business communications system, offering only the pieces a company actually wanted rather than charging them for packages they’d never use. The savings to the companies would be huge – the business for Keypoint spectacular.

So they rolled out a full recession-beating business communications model – where companies who want caller ID, or call forwarding, pay for them; while companies that don’t, don’t. Like their original cheap calls tariff, it sounds so obvious it almost seems silly. And it works just as well. Companies struggling with their books are running to Keypoint, who are now able to provide an indispensable service whilst offering savings that can top out in the tens of thousands. The competition, such as it still is, of course, is green with envy. Keypoint, one imagines, could care less. For once, in business, it seems that honesty has been by far the best policy.

Keypoint Communications, and its child company Cheap Business Calls, supply itemised phone billing and priced-per-item telephone systems to UK business.


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Justin Bridges
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