Originally Posted by
mistaTea
Agreed, and most customers would continue to take the bundle even if single-sport offerings were available I suspect because you get a lot more value for your money.
But it is also fair to say that Sky need to consider all addressable markets. That would need to include considering a future where RP was made available to NZ. It might not make sense to do it in the end, but they need to look at it.
On a related note, I am keen to see what they do with their Sky Box bundles moving forward.
Personally, I think they need to scrap Sky Starter. A lot of the channels are Freeview anyway.
They should offer Freeview channels as automatically loaded and 'free' provided you take at least one bundle. Then they can move the other non-Freeview channels from Starter to Entertainment, and just have the one 'entertainment' package. Also include SOHO in the entertainment offering, not a standalone channel. Price the new Sky Entertainment at $40 per month.
If you just want Sky Sport, you should be able to take it without having to subscribe to Sky Entertainment (and, as described above - Freeview channels will automtically be loaded in addition to your Sky sub). But you have to pay the 'standalone' price of $40 per month). As a sweetner, if you do subscribe to Sky Entertainment, you can have Sport for $31.99.
The more bundles you add, the cheaper they become. If you have one bundle and add Sky Movies (normally $20/month) then you can have it for $15/month. If you have Entertainment + Sport and add Movies you can have it for $10/month.
So you encourage customers to add more channels by rewarding them with discounts.
MySky fee also needs to be reduced. $5/month max.
Then someone who wants Entertainment + Sport + Movies + MySky will pay $39.99 + $31.99 + $9.99 + $5 = $86.97 for 'The Works'. Obviously I have just made up the package prices, but the principal is there.
You simplify your bundles, remove the Sky Starter Hurdle for those who don't want any of Sky's entertainment offerings, and encourage customers to add more by discounting. And you make the MySky fee much more reasonable (if you have to charge it at all).
mistaTea for COO?