BT has unveiled its latest drive into the Internet market with plans for a mass market Internet service aimed at businesses and consumers.

The service will be launched in July and will use the latest telecom technology to offer high-speed Internet access. The scheme is being launched by BTopenworld, the group's Internet division, established by a reorganisation of the BT group.

Internet access under the service will be "always on" with no need for users to dial in or pay telephone call charges.

Technology known as ADSL, installed at the user's phone socket and local exchanges, will allow information to be downloaded at between ten and 20 times the speed of a normal phone line. The service will also include a raft of content from news and entertainment companies. The charge for the service will be a flat fee of 39.99 a month, with an installation charge of 150.

In order to spur take-up of the service the fee will be waived for customers who sign up before June 30.

By early next year, the company aims to provide personalised Internet gateways for its customers, tailoring content to their interests and available through their PC, mobile phone or digital TV.

Mr Ben Adrani, chief operating officer at BTopenworld, said the arrival of high-speed and content-rich Internet services known as broadband would spark a second wave of interest in the Internet.

He said: "It is altogether faster, more cost-effective and compelling. Research shows that a broadband customer will stay online four times as long as a narrowband customer and spend nearly three times as much on e-commerce."

Story date: April 28, 2000