Competitive Landscape Report February 2013 BarRestaurant NATIONAL OFFER
Competitive Landscape Report February, 2013
Bar/Restaurant NATIONAL OFFER PORTFOLIO FEBRUARY LEAD OFFER Available Packages Best Comparison to CXP Total Channels (HD) ESPN RSN One Year Cost Contract Lengths Satellite Commercial Xtra Pack (185/88) $79. 99 for 12 mos; Free HD + Sonic. Tap for 3 mos (Promo) (video only) $50/mo credit with purchase of Starter Core, ESPN add-on, and at least five additional add-ons (Std) (video only) 6 options $19. 99 -259. 99 CXP - Free for 5 mos (Promo); $120. 99 (Std) 185 (88) 6 23 $1, 000. 88 0 -2 years N/A Starter + Entertainment, ESPN, Learning, News, Sports A & B, Variety A, B, & C Add-ons -$126/mo (Promo); $176/mo (Std) 175 (56) 5 0 $1, 512. 00 1+ years 72 (35) 8 1 $1, 053. 60 1 -3 years 150 (52) 4 1 $1, 518. 40 1 -3 years Cable Basic Cable (LA) (55/8) - $56. 95 (Std) (video only) ~ 4 options $47. 60 -87. 80 Bars and Restaurants TV $87. 80/mo (Std) Sports & Entertainment Deluxe (150+/52) $109. 95/month (Promo) (video only) 5 options $29. 95 -189. 95 TV Select (DC) (130/42) - $39. 99 for 24 months + 50% off installation if ordered online or Free installation with 3 -yr contract (Promo) (video only) ~ 3 options $24. 50 -71. 40 Advanced TV - $74. 29 (Std) 174 (61) 4 3 $941. 48 1+ years Optimum Entertainment (232/82) - $59. 90 for 12 months (Promo) (video only) 1 option $94. 95 Optimum Entertainment - $59. 90 for 12 mos (Promo); $94. 95 (Std) 232 (82) 4 5 $765. 75 1+ years 10% off any package with double or triple play bundle (Promo) (2 or 3 play) 2 options $42 -78 Expanded TV - $72. 00 for 6 mos as part of 3 play (Promo); $80 (Std) 109 -153 (29 -56) 2 2 $961. 50 1+ years Business Digital TV (150/54) - 10% off when bundled with voice (Promo) (2 play) 1 option $104. 99 Business Digital TV – $94. 49 with voice (Promo); $104. 99/mo (Std) 150 (54) UNK $1, 280. 88 0+ years 265 (65) 8 10 $1, 049. 86 0 -2 years Digital Deluxe - $109. 95/mo (Std) Fiber Basic TV (25/0) - $5/month off for 24 months with triple play bundle Free Activation (Promo) (3 play) Service not available for Bar/Rest, Bus/Pri View Only! Confidential and Proprietary 32 options $19. 99 -149. 99 Extreme HD - $74. 99/mo (Std) Service not available for Bar/Rest, Bus/Pri View Only! 2
The Competitive Landscape: CXP vs. The Most Comparable Currently Advertised Dish Comcast Bright House Time Warner Cablevision Verizon Fi. OS Cox Charter DIRECTV 325 AT&T U-Verse service not available for Bar/Rest 300 275 8 ESPNs 250 Channel Count 225 4 ESPNs 200 6 ESPNs 175 5 ESPNs 4 ESPNs 150 2 ESPNs 4 ESPNs 2 ESPNs 125 100 75 50 $ 50. 00 8 ESPNs $ 60. 00 $ 70. 00 $ 80. 00 $ 90. 00 $ 100. 00 $ 110. 00 $ 120. 00 Monthly Price Over 1 st Year $ 130. 00 $ 140. 00 $ 150. 00 $ 160. 00 3
2 -Year Cost Comparison Bar/Restaurant (Public): 2 HD Receivers + 2 mirrors = 4 Screens Total 2 -Year Total Cost of Ownership Comcast has a compelling TV offer for 4 outlets or less $ 4, 729. 01 $ 3, 960. 00 $ 3, 603. 60 $ 3, 596. 76 $ 3, 517. 82 DISH Time Warner Cable Comcast $ 3, 721. 76 Charter Bright House $ 2, 943. 63 $ 2, 837. 80 DIRECTV $ 3, 646. 20 Cox Cablevision Costs include all costs associated with a new customer contract with a package comparable to Commercial XTRA Pack (EVO 1 -100) Confidential and Proprietary Verizon Fi. OS 4
2 -Year Cost Comparison Sports Bar (Public): 4 HD Receivers + 4 mirrors = 8 Screens Total 2 -Year Total Cost of Ownership $ 5, 201. 80 $ 4, 968. 00 No longer qualifies for $109. 95 offer $ 5, 448. 65 $ 4, 777. 76 $ 4, 316. 76 $ 3, 957. 00 $ 3, 771. 00 $ 3, 628. 82 $ 3, 063. 03 DIRECTV Confidential and Proprietary DISH Time Warner Cable Comcast Cox Cablevision Charter Bright House Verizon Fi. OS 5
Business/Private NATIONAL OFFER PORTFOLIO Available Packages Best Comparison to Business Information Total Channels (HD) Included Outlets/ Additional Outlet Fees One Year Cost Contract Lengths FEBRUARY LEAD OFFER Satellite Business Information (45/12) - $29. 99 for 12 months; Free HD + Sonic. Tap for 3 mos (Promo) (video only) 8 options $19. 99 -89. 99 Business Information - $29. 99 for 12 months (Promo); $42. 99 (Std) 45 (12) 4 SD or 2 HD/$6. 00 $468. 88 0 -2 years $30/mo credit with purchase of Starter Core and at least six additional add-ons (Std) (video only) N/A Starter Core Package + News+ Variety B add-ons –$48/mo (Std ) 60 (10) 1/UNK $528. 00 1+ years Cable TV Starter (PHX) (50/13) – $10/mo for 12 months with 1 -year contract (Promo) (3 play) ~ 3 options $24. 50 -71. 40 TV Select - $39. 99 for 24 months + 50% off installation (Promo); $63. 29 (Std) 130 (42) 1/$10. 00 $629. 39 1+ years Basic TV (35/0) - $20 off with triple play bundle (Promo) (3 play) 4 options $24. 95 -89. 95 Info & Entertainment - $29. 95 for 3 mos with 3 play (Promo); $44. 95 (Std) 50 (15) 1/$9. 25 $693. 40 1 -3 years Basic Video (55/8) - $39. 95 (Std) (Video only) ~ 4 options $39. 95 -99. 70 Basic Video – $39. 95 (Std) 55 (8) 1/$14. 00 $625. 39 1 -3 years 10% off any package with double or triple play bundle (Promo)(2 or 3 play) 2 options $42 -78 Basic TV Bus/Pri - $33. 29 for 6 mos as part of bundle (Promo); $36. 99 (Std) 43 (11) 1/$10. 95 $520. 68 1+ years Broadcast Basic (35/10) - $29. 95 for length of contract (Std) (video only) 2 options $29. 95 -58. 95 Broadcast Basic - $29. 95/mo (Std) 35 (10) 0/$9. 95 $406. 35 1+ years Business Digital TV (150/54) - 10% off when bundled with voice (Promo) (2 play) 1 option $104. 99 Business Digital TV – $94. 49 with voice (Promo); $104. 99/mo (Std) 150 (54) 3/$4. 99 $1, 280. 88 0+ years Fiber BV Basic (36/17) - $20/month (Std); Video service only, must be bundled with Internet (2 play) 3 options $40 -85 U-Verse Basic TV - $20/mo (Std) 36 (17) 1/$12. 95 $240. 00 0+ years Basic TV (25/0) - $5/month off for 24 months with triple play bundle Free Activation (Promo) (3 play) 4 options $19. 99 -89. 99 Local - $19. 99/mo (Std) 25 (0) 3/$19. 99 $389. 86 0 -2 years Confidential and Proprietary 6
2 -Year Cost Comparison Business/Private: 2 SD Receivers; 2 Screens Total 2 -Year Total Cost of Ownership $ 3, 241. 76 $ 2, 250. 79 $ 2, 280. 36 $ 2, 212. 75 $ 1, 960. 60 $ 1, 881. 99 $ 1, 341. 76 $ 1, 209. 26 $ 1, 152. 00 DIRECTV Confidential and Proprietary DISH Time Warner Cable Comcast Cox Cablevision Charter $ 1, 224. 00 Bright House Verizon Fi. OS AT&T U-Verse 7
Quarter Snapshot December, 2012 – February, 2013 THIS QUARTER IN REVIEW q The end of 2012 saw little change on the small business video front, however in January your competitors began to make adjustments to their product offerings. q DISH and Charter raised the standard pricing across their video offer portfolio, most likely in response to the raising programming costs viewed in 2012. q Comcast, TWC, and Comcast all stayed mostly the same from last quarter, but we did see all three weaken their offers by removing promotions that had been extended previously (Comcast, Cox) or decreasing the promotional values (TWC). q AT&T added functionality to their website that allows for customers to view U-Verse TV offers which will provide us with greater access to information moving forward. Also greater access for their customers. q At times this quarter, Fi. OS weakened their triple play offer by reducing the cash back promotional value from $200 to $100. q As you continue, this report will show that despite these changes, DIRECTV can still attack these offers to win and retain customers. Confidential and Proprietary 8
February, 2013 DIRECTV Confidential and Proprietary 9
DIRECTV’s Bar & Restaurant Snapshot Video Packages Entry Name Commercial Basic Features # of Most Popular Customer Promotional Price/ Total Channels (HD) Standard Price Requested Channels* No Promo Contract ESPN RSN Additional Promotion Term 30 (2) 0 0 0 Up to two free SD receivers 24 Months 45 (12) 9 0 0 Free for 3 Months: HD Access and Sonictap 24 Months 125 (48) 23 0 0 Free for 3 Months: HD Access and Sonictap 24 Months 96 (44) 23 ESPN, ESPN 2, ESPN 3 D 0 Free for 3 Months: HD Access and Sonictap 24 Months 129 (38) 22 ESPN, ESPN 2, ESPN Classic, ESPN Deportes, ESPNews 0 Free for 3 Months: HD Access and Sonictap 24 Months 184 (88) 31 ESPN, ESPN 2, ESPN 3 D, ESPN Classic, ESPNews, ESPNU 26 Free for 3 Mos HD and Sonictap 24 Months 138 (53) 27 ESPN, ESPN 2, ESPN 3 D, ESPN Classic, ESPNews, ESPNU 0 Free for 3 Months: HD Access and Sonictap 24 Months $19. 99 Bar/Rest Business Information Commercial Choice (EVO 1 -50) $29. 99 for 12 mos w/ ABP $42. 99 $44. 99 for 12 mos w/ ABP $58. 99 $59. 99 for 12 mos w/ Commercial ABP Entertainment Pack $84. 99 (EVO 1 -100) Comercial Mas Ultra $59. 99 for 12 mos w/ ABP $92. 99 Commercial Xtra Pack Commercial Choice Plus (EVO 101 -150) Premium $79. 99 for 12 mos w/ ABP $120. 99 $189. 99 for 12 mos w/ ABP $259. 99 *A count of the number of most requested channels as defined by DTV customers Confidential and Proprietary DTV Insights: • Customers must have a two year contract and sign-up for ABP to get best deals. Source: DTV Sales Guide 2/6/13; Website: 2/19/13 10
DIRECTV’s Business & Private Snapshot Entry Video Packages Name Commercial Basic Features # of Most Popular Promotional Price/ Total Channels (HD) Customer Requested Standard Price Channels No Promo 30 (2) 0 ESPN 0 $19. 99 Office Information $29. 99 for 12 mos w/ ABP Bus/Pri Office Entertainment $29. 99 for 12 mos w/ ABP 47 (11) 10 0 45 (12) 9 0 Comercial Mas Ultra $44. 99 for 12 mos w/ ABP 58 (32) 16 0 56 (30) 14 $54. 99 for 12 mos w/ ABP 129 (38) 22 142 (52) 30 $89. 99 Business Choice $54. 99 for 12 mos w/ ABP 174 (85) 30 $89. 99 Premium 1 0 1 $6. 00 $62. 99 Office Choice 1 $6. 00 $66. 99 $49. 99 for 12 mos w/ ABP 1 $6. 00 $66. 99 Business Entertainment 1 $6. 00 $42. 99 $44. 99 for 12 mos w/ ABP Included Outlets/ Additional Outlet Additional Promotion Fees $6. 00 $42. 99 Business Information Contract ESPN, ESPN 2, ESPN Classic, ESPN Deportes, ESPNews ESPN, ESPN 2, ESPN Classic, ESPNews, ESPNU ESPN, ESPN 2, ESPN 3 D, ESPN Classic, ESPNews, ESPNU 1 $6. 00 2 $6. 00 Term Up to two free SD receivers 24 Months Free for 3 Months: HD Access and Sonictap 24 Months Free for 3 Months: HD Access and Sonictap 24 Months DTV Insights: • With no popular channels, Commercial Basic offers little value for both SMB customers and employees. Confidential and Proprietary Source: DTV Sales Guide 2/6/13; Website: 2/19/13 11
February, 2013 DISH Confidential and Proprietary 12
DISH Dish’s Bar & Restaurant Snapshot Entry Video Packages Name Starter + News Add-On Features Contract # of Most Popular Customer Requested Channels ESPN RSN Additional Promotion Term 4 0 0 NA 24 Months Includes 41 Spanish language channels 3 ESPN Deportes 0 NA 24 Months 170 (56) 20 0 0 NA 24 Months 175 (56) 24 ESPN, ESPN 2, ESPN Classic, ESPNews, ESPNU 0 NA 24 Months 140 (49) 24 ESPN, ESPN 2, ESPN Classic, ESPNews, ESPNU 25 NA 24 Months Promotional Price/ Total Channels (HD) Standard Price No Promo 54 (4) $34. 00 Bar/Rest Premium Starter + Latino Popular and Latino Elite Addons (Similar to Comercial Mas Ultra) Starter + Entertainment, Learning, News, Sports A & B, Variety A, B, & C Add-ons (Similar to Commercial Choice) Starter + Entertainment, ESPN, Learning, News, Sports A & B, Variety A, B, & C Add-ons (Similar to Commercial Choice Plus) Starter + Learning + News+ Variety B + ESPN + RSN add-ons (Similar to Commercial Xtra Pack) Confidential and Proprietary Source: Provider website. 2/19/13 No Promo $48. 00 85 (3) $116. 00 $126. 00 $176. 00 302. 00 $352. 00 DISH Insights: • Pricing model works best for customers with specific needs. However, there is an additional $10/mo discount for customers who purchase 3+ add-on packages. • ESPN channels can be added to any package for $50/mo • Customers can receive a $50/mo discount by buying the Starter Pack, ESPN, and any 5 add-on packages. • Sports add-ons are comprehensive but expensive. 13
DISH Dish’s Business & Private Snapshot Entry Video Packages Name Features # of Most Popular Promotional Price/ Total Channels (HD) Customer Requested Standard Price Channels No Promo Starter + News Add-On ESPN Bus/Pri Starter + News, Variety A, Variety B Add-ons (Similar to Business/Office Information) Starter + Entertainment, Learning, Lifestyle, and Variety A Add-ons (Similar to Business/Office Entertainment) Starter + Entertainment, ESPN, Kids, Learning, Lifestyle, News, Sports A, Variety A, B, & C Add -ons (Similar to Business/Office Choice) Premium Confidential and Proprietary Source: Provider website. 2/19/13 No Promo $48. 00 Included Outlets/ Additional Outlet Additional Promotion Fees 4 0 NA 24 Months NA 24 Months Unknown 85 (3) Includes 41 Spanish language channels 3 81 (16) 8 ESPN Deportes (Included in Latino Elite) 1 Unknown $50. 00 1 0 $60. 00 Unknown $64. 00 1 130 (37) 10 0 $74. 00 Unknown $130. 00 1 200 (62) $160. 00 Term 1 54 (4) $34. 00 Starter + Latino Popular and Latino Elite Addons Contract 30 ESPN, ESPN 2, ESPN Classic, ESPNews, ESPNU Unknown DISH Insights: • Dish gets customers in the door with low sticker prices but then will try to up sell customers to more add-ons. • Customers can get exactly what they want, without a lot of extras. • The cost of additional add-ons add up quickly. • Customers can receive a $30/mo discount by buying the Starter Pack and any 6 add-ons. 14
DISH December, 2012 – February, 2013 Changes This Quarter q Dish increased the rate of their standard core package and the rates on the following video add-ons during January: Learning, Lifestyle, Latino Popular, Sports A, Variety B, Variety C, ESPN, Fox Soccer, and Fox Soccer Plus. q Of these packages ESPN ($5/mo) and the sports packages Fox Soccer and Fox Soccer Plus saw the greatest increases. The other packages increased by $2/mo How to Compete ü In February 2011, Dish CEO Joseph Clayton committed to not raising prices until January 2013. Rates have likely increased now due to higher programming costs, but with most add-ons only increasing by $2/mo, Dish’s strategy of getting customers in with a low price and then up selling them to higher priced services (i. e. more and more expensive add -on packages) ü The cost of additional add-ons add up. DISH provides a great value to customers looking for just one or two add-ons. After that, customized plans can get expensive, even with discounts up to $30/month for Bus/Pri and $50/month for Bar/Rest. ü To match CXP in just sports programming, a DISH customer would need to spend over $300/month in add-ons! ü DISH seems to follow a “bottom-up” approach by encouraging customers to buy only as much add-ons as needed. Their marketing is aimed at the small customers not at the number of channels and sports they offer. ü However, for customers looking for 3 or more add-ons, in most cases DIRECTV has an offer that has more channels at a better price. In fact, the promotional rates of all of DIRECTV’s Bus/Pri offers (except Choice) are lower than the customized Dish package. Confidential and Proprietary 15
February, 2013 COMCAST Confidential and Proprietary 16
COMCAST Comcast’s Bar & Restaurant Snapshot Entry Video Packages Name Features Contract # of Most Popular Customer Requested Channels ESPN RSN Additional Promotion Term 35 (2) 0 0 0 40% off every additional outlet over the first 8 12 Months 50 (15) 8 0 0 40% off every additional outlet over the first 8 12 Months 80 (22) 20 ESPN, ESPN 2 Local RSN 40% off every additional outlet over the first 8 12 Months 150 (52) 28 ESPN, ESPN 2, ESPNews, ESPNU Local RSN 40% off every additional outlet over the first 8 12 Months 150+ (52) 29 ESPN, ESPN 2, ESPN Classic, ESPNews, ESPNU Local RSN 40% off every additional outlet over the first 8 24 Months Promotional Price/ Total Channels (HD) Standard Price No Promo Basic $29. 95 Bar/Rest No Promo Digital Basic Plus $54. 95 No Promo Digital Standard $84. 95 No Promo Digital Deluxe $109. 95 Sports and Entertainment Deluxe $109. 95 $189. 95 Premium Comcast Insights: • Pricing is by flat rate, not by seating occupancy, EVO, or FCO. Comcast really starts to tip the balance in their favor on seating occupancies 200+. • Sports and Entertainment Deluxe is Comcast’s ultimate package for large Bar/Rest however promotional pricing is only available to customers with up to 4 outlets. Confidential and Proprietary Source: Provider website. 2/19/13 17
COMCAST Comcast’s Business & Private Snapshot Entry Video Packages Name Basic Features # of Most Popular Promotional Price/ Total Channels (HD) Customer Requested Standard Price Channels $4. 95 for 3 mos when bundled ESPN Bus/Pri $29. 95 for 3 mos when bundled 0 0 $9. 25 1 50 (15) 5 0 $44. 95 $9. 25 $59. 95 for 3 mos when bundled 1 Standard 80 (22) 20 0 $74. 95 $9. 25 $74. 95 for 3 mos when bundled Preferred Confidential and Proprietary Source: Provider website. 2/19/13 Term 40% off every additional outlet over the first 8 12 Months 1 150 (52) $89. 95 Premium Included Outlets/ Additional Outlet Additional Promotion Fees 0 35 (0) $24. 95 Information and Entertainment Contract 23 ESPN, ESPN 2, ESPNews, ESPN Classic $9. 25 Comcast Insights: • Comcast’s Information and Entertainment package provides little value with only 5 Popular channels and a $44. 95 price point; compare to Business/Office Information that has twice the popular channels. • Comcast incentivizes customers to accept two and three year contracts by providing discounts on installation. 18
COMCAST December, 2012 – February, 2013 Changes This Quarter q Comcast has continued to extend their Sports & Entertainment Deluxe for $109. 95/mo with 2 -year agreement (standard $189. 95) promotion to the end of the respective month. q Comcast has removed their promotion offering $10/mo off when ordered online. How to Compete ü By removing their $10/off promotion, the only discount Comcast offers for Bar/Rest is on their most expensive package: $109. 95/mo for Sports & Entertainment Deluxe. ü Comcast’s offer of Sports & Entertainment Deluxe for $109. 95/mo is a great deal that beats the standard price of DIRECTV’s Commercial Xtra Pack. ü Only available to customers with up to 4 outlets, limiting its effectiveness (Bar/Rest) ü By practically giving away its Basic TV service (just $4. 95/mo) when bundled, Comcast hopes that they can convince customers to upgrade to a more expensive service after the 3 month promotional period. ü DIRECTV’s 12 -month promotions provide a better deal than Comcast’s 3 -month discounts across the board over a one year period. ü Comcast’s Digital Standard and Digital Deluxe weakness is their sports programming as CXP and Commercial Choice Plus both offer more ESPN and RSN channels. Customers can upgrade sports offerings for $34. 95/mo (a 41% and 32% price increase respectively), but at that rate DIRECTV’s CXP is a better value. (Bar/Rest) Confidential and Proprietary 19
February, 2013 COX COMMUNICATIONS Ø Unlike most companies in the SMB commercial space that generally keep their pricing and plans consistent across their footprint, Cox operates on a regional structure. Across these regions Cox may offer different plans, pricing, and/or promotions. Ø In the following tables for Cox, the median price across all markets is used, except in cases where a specific market’s price/promotion is called out, and all channel counts are shown as a range across all markets. Confidential and Proprietary 20
COX Cox’s Bar & Restaurant Snapshot Entry Video Packages Name Bar/Rest Starter Features Promotional Price/ Total Channels (HD) Standard Price PHX - $10 for 12 mos when used to complete a triple play # of Most Popular Customer Requested Channels ESPN Contract RSN Additional Promotion Term 12 Months 27 -70 (0 -22) 0 0 0 Free HD (All), Free installation when bundled with Internet and voice (PHX) 80 -143 (0 -57) 21 ESPN, ESPN 2 2 Free HD (All), 50% off Installation when ordered online (DC) 24 Months 21 ESPN, ESPN 2 (ESPNU and ESPN Classic w/Sports and Info Pak) 2 Free HD (All) 24 Months $24. 50 Select DC - $39. 99 for 24 mos CLE - $40 for 24 mos $60. 50 No Promo Advanced 151 -201 (56 -83) $74. 02 Premium Confidential and Proprietary Source: Provider website. 2/19/13 Cox Insights: • Advanced TV is the only offer customers can purchase add-on services such as a movie, variety, or sports add-ons. • Free HD programming across all markets and offers compared to 3 months Free HD with DTV. 21
COX Cox’s Business & Private Snapshot Entry Video Packages # of Most Popular Promotional Price/ Total Channels (HD) Customer Requested Standard Price Channels Name Starter Bus/Pri Select Features PHX - $10 for 12 mos when used to complete a triple play ESPN Contract Included Outlets/ Additional Outlet Fees 1 27 -70 (0 -22) 0 0 $24. 50 $10. 00 DC - $39. 99 for 24 mos CLE - $40 for 24 mos 1 80 -143 (0 -57) 21 ESPN, ESPN 2 $60. 50 151 -201 (56 -83) $74. 02 Term Free HD (All), Free installation when bundled with Internet and voice (PHX) 12 Months Free HD (All) 50% off Installation when ordered online (DC) 24 Months Free HD (All) 24 Months $10. 00 No Pomo Advanced Additional Promotion 21 ESPN, ESPN 2 (ESPNU and ESPN Classic w/Sports and Info Pak) 1 $10. 00 Premium Cox Insights: • High channel counts at relatively low prices. • Starter is an even worse value than Commercial Basic outside of PHX • No offer to compete with Business/Office Information. Confidential and Proprietary Source: Provider website. 2/19/13 22
COX COMMUNICATIONS December, 2012 – February, 2013 Changes This Quarter q On 01/01/2013 Cox’s latest promotions expired. As a result the following promotions were either added or extended: q Cleveland (Added) – TV Select is available for $40/mo for 24 months w/ 2 year agreement (standard price is $55. 95) q D. C. (Extended) – Receive 50% off installation when TV Select is ordered online with a two year agreement or free installation with a three year agreement. q Phoenix (Extended) – TV Starter is available for $10/mo for 12 months plus free installation when added to Cox Internet and voice (standard price is $25. 95/mo). Requires a minimum 1 -year contract. q D. C. (Extended) – TV Select is available for $39. 99/mo plus get one month free with a 2 -year contract (standard price is $63. 29). q The above promotions all show an expiration date of 04/01/2013 How to Compete ü For the first time since year, Cox is not offering an Advanced TV promotion in at least one of their markets. With the promotion Cox was a clear price leader for that offer level but that advantage is now gone. ü Cox is showing new interest in their TV Select Plan. At the $40/mo promotional price TV Select is an attractive offer especially for Bus/Pri. DTV’s advantage is in the customers ability to configure their plan through add-ons, Cox only allows this type of configuration with their Advanced TV offer. ü Cox’s biggest weakness is their below average ESPN, RSN, and alternative sports programming (Speed, Outdoor Channel, league specific channels, etc…) included in their offers. ü Cox includes free HD access on all their plans, and there is currently no difference between their private and public offers. q D. C. – Cox previously included their Sports & Info Pak ($5. 25/mo) with Advanced TV, this has now been removed. Confidential and Proprietary 23
February, 2013 TIME WARNER CABLE Ø Unlike most companies in the SMB commercial space that generally keep their pricing and plans consistent across their footprint, TWC operates on a regional structure. Across these regions TWC may offer different plans, pricing, and/or promotions. Ø In the following tables for TWC, the median price across all markets is used, except in cases where a specific market’s price/promotion is called out, and all channel counts are shown as a range across all markets. Confidential and Proprietary 24
TWC TWC’s Bar & Restaurant Snapshot Video Packages Name Features Contract # of Most Popular Customer Requested Channels ESPN RSN Additional Promotion Term 55 -75 (8 -14) Unknown NA 36 Months 110 -167 (50 -60) Unknown NA 36 Months 225 -314 (65 -86) Unknown NA 36 Months 16 ESPN, ESPN 2, ESPN Classic, ESPNews, ESPNU, ESPN Deportes, ESPN Goal Line, ESPN Buzzer Beater Local RSN(s) NA 36 Months Promotional Price/ Total Channels (HD) Standard Price No Promo Basic $47. 60 No Promo Standard 67. 60 No Promo Digital 85. 30 No Promo Bars and Restaurants TV 72 (35) $87. 80 TWC Insights: • TWC attracts customers by including 8 ESPN channels and with a reasonable price. • Low overall channel count based on price • 10% and 20% discounts for customers who select 2 or 3 -year contracts respectively. Confidential and Proprietary Source: Provider website. 2/19/13 25
TWC TWC’s Business & Private Snapshot Entry Video Packages Name Features # of Most Popular Promotional Price/ Total Channels (HD) Customer Requested Standard Price Channels ESPN No Promo Digital News Tier 8 ESPNews $40. 80 Bus/Pri 10 ESPNews $48. 30 18 ESPN, ESPN 2, ESPNews 36 Months NA 36 Months $14. 00 No Promo Confidential and Proprietary Source: Provider website. 2/19/13 NA 1 68 (32) $73. 30 Premium 36 Months $14. 00 No Promo 1 86 (43) $73. 30 NA 1 34 (16) Prime Cable TV Term $14. 00 No Promo Healthcare TV Included Outlets/ Additional Outlet Additional Promotion Fees 1 29 (11) Business Advantage Contract 19 ESPN, ESPN 2, ESPNews $14. 00 TWC Insights: • TWC has segmented its offers to cater towards specific customers. • At least one ESPN channel is included with every package. • 10% and 20% discounts for customers who select 2 or 3 -year contracts respectively. 26
TIME WARNER CABLE December, 2012 – February, 2013 Changes This Quarter q TWC increased the promotional rate on their running triple and double play promotions: q Triple Play Promotion (was $99. 99): q NY: 7 Mbps Internet, Unlimited Tri-state calling, and Digital News Tier TV for $109. 98/mo with 1 -yr contract. q Double Play Promotion (was $99. 95 for both services): q Cleveland, Dallas, and LA: 10 Mbps Internet for $99. 95/mo + Business Class phone for $29. 95/mo when bundled with 3 -yr contract. q NY (Added Since Last Quarter): $39. 99 per service per month for 7 Mbps Internet + Unlimited phone with 1 -yr contract. How to Compete ü With TWC focused on voice and Internet, DIRECTV customers have the opportunity to combine DTV service with TWC double plays for a comparable price and more channels than a traditional TWC triple play (see chart). ü For businesses with multiple TVs, DIRECTV’s price advantage on outlet fees adds up to big savings for the customer (a savings of $8/outlet/month). E. g. a business with three TVs would be saving ~ $288/year just on outlet fees by switching to DTV. ü TWC Bars and Restaurants TV offers a very compelling option to bars and restaurants not looking for sports add-ons like NFL Sunday Ticket. However, CXP’s promotional price is still less expensive over the first year. CXP also offers more RSNs and “popular” channels. Confidential and Proprietary TWC – $109. 98 Triple Play DIRECTV – Business Information + TWC Double Play 7 Mbps Tri-State Calling Total Channels 29 45 HD Channels 11 12 $109. 98 $109. 97 Comparing DIRECTV to TWC in NY Internet Downstream Speed Phone Monthly Price 27
February, 2013 CHARTER COMMUNICATIONS Confidential and Proprietary 28
CHARTER Charter’s Bar & Restaurant Snapshot Entry Video Packages Name Features Contract Bar/Rest # of Most Popular Customer Requested Channels ESPN RSN Additional Promotion Term 37 -74 (8 -15) 0 0 0 Save 50% on installation when bundled 12 Months 109 -153 (29 -56) 20 ESPN, ESPN 2 (ESPN Classic, ESPNews, ESPNU available w/ Sports View add-on) 2 Save 50% on installation when bundled 12 Months Promotional Price/ Total Channels (HD) Standard Price $39. 60 for 6 mos w/ bundle Basic $44. 00 $72. 00 for 6 mos w/ bundle Expanded $80. 00 Premium Charter Insights: • Charter’s offers a 10% discount to customers who bundle. • Charter offers a limited sports selection (2 ESPNs, local RSNs) however, sports programming can be increased with Sports View add-on (3 ESPNs). • Sports View add-on is available for $89/mo. Confidential and Proprietary Source: Provider website 2/19/13 29
CHARTER Charter’s Business & Private Snapshot Entry Video Packages Name Features # of Most Popular Promotional Price/ Total Channels (HD) Customer Requested Standard Price Channels ESPN Bus/Pri $33. 29 for 6 mos w/ bundle Basic 0 0 $36. 99 Premium Confidential and Proprietary Source: Provider website. 2/19/13 Term Save 50% on installation when bundled 12 Months $10. 95 $53. 99 for 6 mos w/ bundle 109 -153 (29 -56) $59. 99 Included Outlets/ Additional Outlet Additional Promotion Fees 1 37 -74 (8 -15) Expanded Contract 20 ESPN, ESPN 2 (ESPN Classic, ESPNews, ESPNU available w/ Sports View add-on) 1 $10. 95 Charter Insights: • Expanded TV offers a large number of “popular” channels at a low monthly charge; however Basic TV offers little value despite relatively high channel counts. • Charter is strongly focused on their phone & Internet double play and offer discounts to customers who bundle with TV. • Sports View add-on is available for $89/mo. 30
CHARTER December, 2012 – February, 2013 Changes This Quarter q Charter has simplified their online shopping cart and have removed the option to select between basic and expanded TV, however both options are confirmed to still be available. q Mystery shopping has revealed that Charter has increased all offer pricing by $2/mo as follows: q Private – Basic TV: $36. 99/mo from $34. 99/mo q Private – Expanded TV: $59. 99/mo from $57. 99/mo q Public – Basic TV: $44/mo from $42/mo q Public – Expanded TV: $78/mo from $80/mo How to Compete ü Charter’s price increase on its TV packages is most likely due to rising programming costs. With this increase, the one year cost of CXP ($846. 93) is now lower than Expanded TV ($866. 40) while offering a lot more value. In addition, Business Choice has more “popular” channels for still about the same price (Bus/Pri). ü Basic TV offers nearly no value; Business Information offers more for about the same price and Commercial Basic offers the same for nearly $30 less per month ü DIRECTV has a clear advantage on equipment fees. Consider a customer that needs 4 HD receivers. Over the first year, with DIRECTV that customer would pay $198; with Charter, that customer would pay $778. 20 just on receivers! ü Charter still discounts Internet when purchased with just voice (so it can still be taken advantage of if a customer bundles Charter voice and Internet with DTV video). Confidential and Proprietary 31
February, 2013 VERIZON FIOS Confidential and Proprietary 32
Fi. OS Verizon Fi. OS’s Bar & Restaurant Snapshot Entry Video Packages Name Bar/Rest Local (Not Contingent on EVO) Extreme HD (EVO 1 -50) Features Promotional Price/ Total Channels (HD) Standard Price Contract # of Most Popular Customer Requested Channels ESPN RSN Additional Promotion Term 0 0 0 Free Fi. OS TV activation with any Fi. OS bundle (a $99. 99 value) 24 Months 15 ESPN, ESPN 2, ESPNU, ESPN Buzzer Beater, ESPN Goal Line, ESPN Classic, ESPN Deportes, ESPNews 10 Free Fi. OS TV activation with any Fi. OS bundle (a $99. 99 value) 24 Months No Promo 25 (0) $19. 99 No Promo 265 (65) $149. 99 Premium Fi. OS Insights: • Offers EVO pricing for Bars and Restaurants. • Customers who do not bundle and/or request a no contract option are faced with high activation and installation fees. • Extreme HD has high channel counts and market leading ESPN options. Confidential and Proprietary Source: Provider website. 2/19/13 33
Fi. OS Verizon Fi. OS’s Business & Private Snapshot Entry Video Packages Name Features # of Most Popular Promotional Price/ Total Channels (HD) Customer Requested Standard Price Channels ESPN Additional Promotion 0 Free Fi. OS TV activation with any Fi. OS bundle (a $99. 99 value) No Promo Local 25 (0) 0 $19. 99 No Promo Bus/Pri Prime HD 170 (42) 14 $64. 99 No Promo Extreme HD 265 (65) 15 $74. 99 No Promo Ultimate HD 330 (82) $89. 99 Premium Confidential and Proprietary Source: Provider website. 2/19/13 15 Contract Free Fi. OS TV activation with any ESPN, ESPN 2, ESPNU Fi. OS bundle (a $99. 99 value) ESPN, ESPN 2, ESPNU, Free Fi. OS TV ESPN Buzzer Beater, activation with any ESPN Goal Line, ESPN Classic, ESPN Deportes, Fi. OS bundle (a $99. 99 value) ESPNews ESPN, ESPN 2, ESPNU, ESPN Buzzer Free Fi. OS TV Beater, ESPN Goal activation with any Line, ESPN Classic, Fi. OS bundle (a $99. 99 ESPN Deportes, value) ESPNews, ESPN 3 D Included Outlets/ Additional Outlet Fees Term 3 24 Months $19. 99 Fi. OS Insights: • Fi. OS is currently marketing their Internet and Phone double play with a $200 Visa prepaid card. • Fi. OS has high set-up costs when ordered without a contract; their equipment fees are slightly higher overall than DIRECTV’s. 34
VERIZON Fi. OS December, 2012 – February, 2013 Changes This Quarter q Verizon Fi. OS weakened their triple play offer during last quarter by reducing the cash back promotional value from $200 to $100. Recently, Fi. OS increased the cash back amount back to $200, this deal expires on 3/16/2013. How to Compete ü DTV customers who add CXP to Fi. OS’s “Solutions Business” Internet and phone bundle come out on top compared to a VZ Fi. OS triple play with Extreme HD ü When not bundling, Fi. OS customers will have to pay high installation and activation fees. ü VZ charges slightly more for additional outlets and additional HD receivers. For large establishments, these costs can add up fast. ü For Verizon all additional outlets, public or private, cost $19. 99/mo. Confidential and Proprietary 35
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