When, like the pre-privatised BT, you had 100 per cent of the market, the only way your market share could go was down. Fortunately, we believe that there is tremendous scope in the UK to more than compensate for this by expanding the overall size of the market.

The average telephone is in use for only a few minutes a day, while we have the cost of maintaining the network 24 hours a day. Consequently, it is good business to encourage our customers to get more out of life by using the phone more.

Whether the message is It's good to talk or It's good to listen, BT's high-profile residential advertising campaign has helped to break down the barriers that prevent people from communicating effectively on the phone. In recent months the campaign has taken a more direct approach, with Freefone contact numbers given at the end of each commercial. Customers phoning in can find out more about BT's products and services.

Challenging misconceptions about our prices through TV adverts featuring political commentator Brian Walden, BT has emphasised the value for money that we offer all our customers.

For our business customers, though, it's not just the phone that's important, but a wide range of products and services. Through our advertising campaign, Work smarter, not just harder, BT has shown business customers the way through the telecommunications maze.

We not only communicate with our customers through the TV, but also through press advertising, the radio, telemarketing and direct mail.