Opening a new horizon for UPC

This case study explains how UPC, the internet and TV provider, used the launch of a new TV subscription product to grow its market share in Ireland.

Opening a new horizon for UPC

Agency: Irish InternationalMedia: CaratClient: UPC

Introduction & Background

February 2013 marked a stellar moment in the history of UPC in Ireland. This was the point where they registered their one-millionth subscriber. While this was a moment of great celebration it was tinged by an increasing over-reliance on broadband.

Thanks to a €500m investment in its fibre powered network, UPC had become the undisputed champion of broadband in Ireland. Broadband customers increased from 67,000 in 2007 to 321,000 mid-2013. The public voted with their feet/keyboards.

However, UPC was not enjoying...

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