3 eyes long-term deals with free laptops offer

by Alison Donnelly, Marketing 22-Jul-08

3 hopes to lure consumers by offering free laptops to those who sign up to a two-year broadband deal.

The strategy highlights the way in which the devices are becoming the
sales ploy of choice in the mature mobile telecoms sector.

Both Carphone Warehouse and Phones4U bundle laptops ready to be

connected to a broadband service.

Earlier this year, meanwhile, Orange said it would launch branded
laptops.

Francois Mahieu, device director at Orange UK, said that the operator
was still in talks with laptop manufacturers, but added that its first
broadband-connected machines would be available by September. 'We plan
to evolve this offering to include fixed-line broadband and an even
wider laptop range, available exclusively to the Orange brand,' he
said.

Sales of laptops peak in the autumn, when students start their college
and university courses, and Christmas, when the products are often
bought as gifts.

3 and Orange will both be intending to capitalise on these key trading
periods.

Carphone Warehouse has relied heavily on the sale of laptops this year
as the company broadens its revenue base.

The laptops in 3's broadband package, which will be available by next
month, will be made by HP.

If successful, it is likely that other mobile operators will follow
suit.

Vodafone said it was 'considering its options' regarding branded
laptops.