SBC’s new target: small business

SBC Communications today is announcing a series of new small business packages aimed at staunching what has been one of the most lucrative markets for competitors.

Dubbed SBC Connections, the package will include local and long distance (in states where the company has approval to provide it), Internet access, Web hosting and Cingular Wireless service. The new strategy, which SBC is claiming will save end users up to 25% vs. ala carte service, is targeting companies ranging from one to 50 employees.

“It’s the culmination of about nine months of research,” said Steve Dimmitt, SBC vice president of business marketing. As part of the effort, SBC also has realigned its sales and support functions including assigning personal account managers for many small business customers. The company also will support Connections with a multi-million dollar advertising campaign that kicks off early this month.

As part of the next phase of the campaign, the company also is testing the idea of dedicating sales people to specific vertical industries.

“We’re already doing that in our direct mail approach,” said Dimmitt.

Though the company isn’t talking about specific projections, SBC believes its biggest success will come in those states where it also has received long distance approval, he said.