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.
The impact of...