In an interview with World Screen, James Murdoch, the CEO of BSkyB, says it is early, but “it’s not so early that we can’t start to put things in place. The way we look at it is a subscription price..[and] allow customers to buy the product and then use it in the most flexible way possible. We like to consider whole-family, whole-home solutions for customers, where they have very predictable pricing and they can use the programming or the services across a variety of platforms either in their home or out of the home.
Now, the challenge is, when we partner with a company like Vodafone or other service providers, there are additional charges they may apply depending on the networks that they’re delivering over, etcetera. So it’s about finding that balance between two different sides and their incentives, but I think we’re starting to find it. Generally speaking, we would look at television, even on-demand television, continuing to be fundamentally a subscription-model business because it’s so attractive to customers. They like to have that kind of predictability and also have a clear way to assess what kind of value they’re getting.” I find that way of thinking refreshing…
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