BT has reported pre-tax profits of GBP113m for the last three months of 2008, down 81% from the same period in 2007. The telecoms giant states that this is the result of the previously-announced GBP340m one-off charge at BT’s Global Services unit, which provides services to multinational companies.
However industry analysts believe that the real reason for the company’s poor performance is the on-off relationship of Adam and Jane – the couple featured in BT’s current ad campaign. The couple, whose up and down relationship has proved so popular with viewers, have been going through a rocky patch recently due to the amount of time Adam has been spending working away from home.
“BT is reluctant to admit that their sales strategy is at fault.” claims telecommunications business guru Steve Webley. “They would have us believe that their inefficient global division is to blame, rather than face the grim reality that it’s Adam and Jane’s inability to move with the times and embrace flexible working patterns that caused this poor performance.”
BT’s latest quarterly results have sparked off a series of cost-cutting measures within the company – further evidence of the ad couple’s duplicity say critics. Senior BT bosses are said to be pressing for Adam to be replaced by an automated voice recording, while Jane’s family is to be downsized. According to insiders, one of her children will be given the opportunity to take voluntary redundancy while the other will be outsourced to India.