Abstract

This case deals with the strategy adopted by the Internet Service Provider, Freeserve, to stay ahead of the competition. Freeserve was launched by Dixons, a consumer electronics chain of stores in UK, in 1998. It pioneered a subscription-free Internet service in Europe. The case takes a look at how the ISP worked. It goes on to describe its IPO and its huge initial success. It then elaborates on the ISP's operational model, including the various schemes and services it provided, and eventually discusses its downturn. It concludes with a detailed explanation of Freeserve's acquisition by the French Telecom company, Wanadoo.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Strategies adopted by a free Internet service provider to remain in the top slot.

Keywords

Strategy, Internet Service Provider, Freeserve, competition, Freeserve, Dixons, consumer electronics chain, subscription-free, Internet service, Europe, ISP, IPO, operational model, acquisition, French Telecom Wanadoo