Magazine article Marketing

BSkyB Shifts Focus to Customer Service

Magazine article Marketing

BSkyB Shifts Focus to Customer Service

Article excerpt

BSkyB chief executive Tony Ball is to reposition the company as a multi-service, rather than a multi-channel operation in a bid to increase revenues per subscriber.

Outlining what he described as a new phase in the company's development, Ball said that extracting revenues from the subscriber base was a priority for the company going forward. His goal is to increase the average revenues per subscriber from the current base of [pound]287 to [pound]300 by focusing on enhancing the Sky Digital service.

Open, in which Sky has increased its stake to 80.1%, will play a key role in this strategy. Sky plans to complement and enhance Open by introducing a WML-based internet browser into the existing digital set-top box, allowing viewers to access e-commerce services such as online betting and text information from within the Sky channels. Currently, viewers have to exit the broadcast environment and enter a separate Open interactive environment.

Ball also set a new target of seven million subscribers by the end of 2003, claiming the company is on track to achieve its target of five million by the end of this year.

He confirmed the company will switch off its analogue service in June next year, at which point the company estimates the majority of its subscribers will be digital. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.