Sky: Fairytale

Sky wanted to increase both the volume and value of its UK broadband customers, so employed an innovative strategy that put the cost of its service provision into perspective as a smart choice, against other cutbacks people were making in a post-recessionary environment.

Sky: Fairytale

Principal authors: Zoe Harris, WCRS; Emma Houston, Phil Spencer and Tim Ainsworth, MediaComContributing author: Matt Willifer, WCRS

EXECUTIVE SUMMARY: BALANCING VOLUME & VALUE

The key question being tackled by modern marketers, particularly concentrated in times of consumer austerity, is one of balance: how to simultaneously increase the volume and value of customers. In 2009, Sky was on track to hit an ambitious volume target of 10m subscribers by the end of 2010. Similarly, the business was migrating to a multi-product holding model to further diversify the entertainment business into home communications.

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