After receiving word it would be demoted from the FTSE 100 share index, Cable & Wireless said it will cease sales and marketing for its troubled broadband unit, Bulldog. C&W said it will no longer sell to residential or SMBs but rather sell wholesale service to major broadband providers. The company says it is currently participating in talks with potential customers for the wholesale service. Also, the company will allow new individual customers to sign up online since that channel is virtually cost-free for the company.
The announcement is the latest strategy change for the company, which said less than four months ago that it would halve its U.K. workforce within five years and shed 90 percent of its customers in an effort to turn the business around.
For more on C&W's exit from residential broadband service:
- read this MarketWatch article