We’re currently in the process of switching from BT to Virgin Media at home. Our reasons are numerous and I won’t go into them here*. What has struck me as odd during the sign-up process to Virgin though, is that broadband suppliers are still dishing out branded email addresses to their customers.
Don’t get me wrong; I can completely understand the reasons from a supplier’s perspective. Primarily, whenever their customers send out an email, an advert for Virgin is sent out along with it in the form of @virginmedia.com address. A few free email addresses also helps to bulk out the list of features when advertising broadband packages. That’s absolutely fine. I get it.
What I don’t understand is why customers continue to use them. For one, you’re choosing an email address which is potentially going to disappear at some point in the future, should you switch to another supplier. At that point you’re going to have to change the address on all of the websites you’ve signed up to, as well as having to inform everyone else you know that you’ve had to switch your emails to another company.
Of course, there are always going to be people who don’t realise they could get an email address with someone else, but in this day and age these people should be few and far between. This is especially true when using Virgin Media, as you’re informed when you log in that your emails are going to be handled by Google and Gmail anyway. And if you’d have signed up directly with Google, your email address would end with the much shorter @gmail.com.
There are a couple of people in my office who have told me they use these addresses. One has even mentioned that when she switches back to BT from Virgin in the near future, she’ll be switching from her Virgin account to one of BT’s email addresses and letting everyone know of the change. She even complained that the process of switching is a complete pain.
My question is, why? There are a myriad of free email hosts, including the ever-decent Gmail, who will give them access to the same address no matter who their broadband supplier is. What genuine reason might there be for someone who is perfectly able to sign up to any free email provider, to instead keep using the address their broadband supplier gives them?
*BT are diabolical

I’ve always fancied being an author. A novelist in particular. I love the idea of my work being read by others, though I never get around to finishing anything I start. In fact, it barely ever gets off the ground. I come up with half-arsed ideas which don’t lead anywhere and I seem to lack the concentration it takes to get to grips with such a large undertaking. I need focus.
