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BT puts its trust in strategic partner TheAlloy to deliver brand extension and market leadership with the BT Baby Monitor 100 and 150

Farnham, UK, December 2nd 2008 – TheAlloy, a leading design consultancy, has created the latest two products in British Telecom’s extensive range of consumer communication devices, the BT Digital Baby Monitor 100 and 150, deepening the longstanding strategic partnership between the companies.

For BT, digital baby monitors extend the company’s trusted brand with practical, sleekly designed devices that leverage DECT digital technology into a market that is still broadly analogue. The latest BT Digital Baby Monitors not only strengthen the company’s excellent market reputation, they also deliver real peace of mind to parents seeking to monitor their infant.

“BT’s baby product reputation is one of, if not the, best in the market. A great deal of the success of the BT Digital Baby Monitor 100 and 150 comes down to very good execution of design. This is because TheAlloy brings a wholly different approach to the process,” said Daniel Sanders, Senior Propositions Manager, BT. “As a partner; they add value across the design and manufacturing process, to achieve excellence in design. These products are a reasoned, responsive, complete redesign, and as a result are the best baby monitoring products on the market.”

TheAlloy designed BT Baby Monitor 100 and 150 keep usability at the forefront; the DECT digital technology with advanced high definition, wideband sound delivers a new level of crisp, clear audio quality – enabling parents to hear a child as if they were in the same room. The system also features a series of well considered and practical responses to parental feedback, resulting in the integration of a very accurate digital thermometer, intercom, a torch on the 150 parent handset, and a high quality rechargeable battery cradle.

The BT Digital Baby Monitor 100 and 150 also embrace the idea that it should help the child to sleep, so incorporate adjustable nightlight and polyphonic lullabies. Parents can now also plug-in MP3 or CD via the audio source on the 150 to play their baby's favourite music at bedtime.

“TheAlloy has a long association with BT, designing most of the products that have helped build the brand in the challenging and highly contested High Street retail device sector,” Said Gus Desbarats, Chairman of Alloy. “With the decision to create a Baby Monitor product, BT has absolutely placed that brand reputation on the line. These are products that simply cannot fail. TheAlloy worked hard to create a unity between innovative product design, practical response to parental needs, and delivery of trusted functionality. The Baby Monitor 100 and 150 are feature packed designs that, whilst retaining sophisticated clean styling, more importantly are generating enormous positive response from parents using the products every day.”

The original BT Baby Monitor Mk1, also designed by TheAlloy, and a winner of a 2008 DBA design effectiveness award, has proven to be a hard act to follow. Designing a worthy successor has been a challenge, but since launch, the new BT Baby Monitor 100 and 150 have been voted best in market by the UK’s leading independent consumer magazine, culminating in the BT Baby Monitor 150 achieving gold in the 2008 Mother & Baby Magazine awards.

“Endorsements such as these carry a lot of weight in purchase decision making in the baby market, the award again demonstrated how excellence in design and usability can underpin sustainable business success,” said Sanders.

The new designs from TheAlloy are already delivering on BT’s aims to maintain market leadership for a product line that the brand has not necessarily been associated with until now. The BT Digital Baby Monitor 100 and 150 have delivered a 17% sales growth and continue to gain momentum as parents embrace the innovation, functionality and usability of the design.


Notes For Editors

Photography available on request

• With 700,000 babies born in the UK each year, baby monitors are considered a ‘must have’ item, with 90 per cent of prospective parents obtaining one.

Key Features of the BT Digital Baby Monitor 150:

• Digital DECT technology with Wide band audio (Hi-dS), 300m range outdoors and 50m indoors in ideal conditions.
• Digital backlit sound clarity with zero interference, adjustable volume and sound sensitive light display and alerts
• Room temperature monitor.
• Nightlight facility with adjustable brightness and five polyphonic lullabies.
• Parent talk back and intercom.
• Auxiliary input for external audio sources, eg. MP3. Please note a separate audio device (such as an mp3 or cd player) is required
• Full remote operation via parent unit menu system. Illuminated rubber key zones on parent and baby unit, plus Mute and Vibrating alert on parent unit.
• Interchangeable power adaptors (x2). Parent unit is rechargeable and has a belt clip.

Key Features of the BT Digital Baby Monitor 100:

• Digital DECT technology with Hi-Def sound
• Mains or battery powered, rechargeable batteries in portable parent unit and battery low indicator
• Sound level indicator LED array
• Parent talk back
• Nightlight with adjustable brightness and illuminated key zone on baby unit
• Multiple Polyphonic lullabies
• Out-of-range warning (Range up to 300m outdoors & 50m indoors)
RRP £69.99 inc. VAT, BT100 RRP £49.99 available from all good stockists or direct from

About TheAlloy

TheAlloy designs better user experiences to drive improved organizational effectiveness. The company has designed thousands of products, services and applications for brands across the globe. Since its launch in 1999, more than 70 million people have experienced a TheAlloy designed product or service. Clients include the likes of BT, Toshiba, HP, Cussons and Thompson.

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For further information contact:

Chris Bignell or Gary Marshall
XL Communications
Tel. +44 (0)7834 020460 / +44 (0)77 3322 4654

This press release was distributed by ResponseSource Press Release Wire on behalf of XL Communications in the following categories: Children & Teenagers, Women's Interest & Beauty, Media & Marketing, Manufacturing, Engineering & Energy, for more information visit