Force9
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Force9 (aka F9) was the original name of the ISP that now trades as PlusNet PLC.
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[edit] Detailed History
In early 1997, a PC computer-peripherals company based in Worksop (UK), decided to have a crack at a new market opportunity.
They had sold a lot of modems. The thinking was that if they included their own connectivity software on a CD inside the modem boxes they shipped out they would have a captive audience. This proved a very successful strategy. The company was called Choice Peripherals and the ISP they created in February 1997 was Force9 Internet. Among the founders of Choice Peripherals was Paul Cusack, who later went on to create the highly successful hardware retailer Ebuyer, and Lee Strafford, who lead the business through most of its development.
The brand ‘PlusNet’ was first used by the Business sales team, selling leased lines and server colocation services to SME’s.
The first Force9 Internet products based themselves on the original ' Demon' model, but offered a lower cost to subscribers (£7 a month +VAT) and more value-add features. Through a tie-up with Yorkshire Cable (now part of Telewest), Force9 achieved 5,000+ subscribers by that October. The decision was made to launch Force9 as a separate operation to Choice, with new premises and an umbrella company under which it would operate. PlusNet Technologies Ltd opened its doors at Internet House, Victoria Quays, Sheffield in November 1997
In April 1998, Insight, a US PC-peripherals retailer decided it wanted to break big into the European market. It wanted to aggressively move into the UK market by purchasing one of the largest players - Choice. ‘Insight for a better Choice’ was the slogan. At the time of that purchase Insight knew little, and cared even less about F9 / PlusNet.
Insight decided that because a) they didn’t know anything about the UK ISP market and b) PlusNet was making money, they would leave it operating as it had been, with Lee Strafford remaining in charge of the operation.
In 1999 Force9 Internet launched their own version of ‘unmetered’ dial up (Weekends only) and re-branded as F9 in order to promote it.
[edit] Brand
Force9 grew quickly, its main focus remaining on the residential market. By April 1998, Force9 had 20,000 subscribers and had been the first ISP to support both k56 and v.90 technology.
The F9 Brand became particularly popular among 'experienced' internet users, and for a number of years was the all round ISP of choice for those seeking advanced services and features without additional cost. These included CGI Web hosting, Domain name management and a number of other value add items which were bundled into the packages.
Both the Force9 and F9 brands still exist today, but only as a VISP (Virtual Internet Service Provider) of PlusNet PLC's own brand.
[edit] Customers
Force9 was unlike many other ISPs in its willingness to engage with customers (sometimes with mixed results!). At one time, a daily end-of-day posting was made by the company to inform customers of happening within the business on that day. This is a good example of the mirth that was generated as a result.
