CBLD brands PSINet Internet access

Cincinnati Bell's long-distance subsidiary is turning to the outside in an effort to sell high-speed Internet connectivity, branding service from PSINet Inc. under its own label.

The Cincinnati Bell Long Distance program primarily will target the small to mid-sized business customers among the carrier's 40,000 Midwest subscribers. Cincinnati Bell's local service arm offers fast Internet access via digital subscriber line to residential customers under the "Zoom Town Interactive" label.

CBLD's customer base is predominantly commercial, and the new Internet access service will retain that focus, concentrating on selling T-1 to T-3 access. In addition to access to its points of presence, PSINet also will supply training for the CBLD direct sales force. "That's one of the reasons we went with PSINet," said Marketing Director Bernie Moore. "They supply quite a good turnkey solution." CBLD should begin selling Internet access "full-bore" by Jan. 1.

The offering fills a crucial need in CBLD's suite, said John Kraft, PSINet's vice president of carrier and ISP services. "They know that without covering that base, they are exposed to their competitors."

The move is also part of a broad strategy to position the company as an integrated communications provider-including a new frame relay network that is almost complete.

"This is our first entree into the data space, but we plan on coming out very shortly with a whole data services line," said CBLD president and CEO Barry Nelson.