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BSkyB Increasing Market Share in the Face of New Threats
British Sky Broadcasting Group plc (BSkyB) is active in the UK wholesale pay-TV market through its subscription television service Sky. It is the market leader in this area with a market share of 70%. In recent years, the company has also diversified its operations to include fixed-line telephony and broadband services and has been successful in establishing a significant presence in these markets. This case study shows how BSkyB has achieved this.
The Sky brand has become synonymous with technological advancement and product innovation. The launch of pioneering services such as Sky Digital, Sky+, Sky HD and Sky Go has kept Sky at the cutting edge of technology and allowed the company to remain ahead of its competitors.
Sky has adopted a model of heavy investment in premium content such as live sport, movies and hit TV shows from both sides of the Atlantic. This has allowed the company to attract subscribers and to act as a distributor of premium content, onselling this programming to rival pay-TV operators.
In an effort to reduce its reliance on pay-TV revenues, Sky has diversified its operations to include fixed-line telephony and broadband services. Sky offers so-called ‘triple-play’ at competitive prices as it looks to stave off intense competition and tie customers to as many different Sky products as possible. Furthermore, the company has expanded in to mainland Europe and is now the major provider of pay-TV services in both Germany and Italy.
Find this interesting. For more, please read British Sky Broadcasting Group Case Study: Increasing Market Share in the Face of New Threats or company reports on British Sky Broadcasting Group plc