cable academy, 2010
DESCRIPTION
Cable Academy, 2010. Agenda. Macro Trends & Performance, 2007 – 2009 Recent Initiatives Q & A. Overall Growth, 2007 - 2009. Average Rate of Growth, 2007 - 2009. Revenue Growth By Product Line. Average Growth Rate By Product, 2007 - 2009. % of Total Revenue Growth, 2007 - 2009. 2006. - PowerPoint PPT PresentationTRANSCRIPT
Cable Academy, 2010
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Agenda
Macro Trends & Performance, 2007 – 2009
Recent Initiatives
Q & A
3
Overall Growth, 2007 - 2009
12.4%11.2%
14.4%
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
18.0%
Revenue Expense Cash Flow
Average Rate of Growth, 2007 - 2009
4
Revenue Growth By Product Line
Data 24%
Comm'l 13%
Other 7%
Video 31%
Phone24%
6%
19%
118%
17%
8%
Video Data Phone Comm'l Other
Average Growth Rate By Product,2007 - 2009
% of Total Revenue Growth, 2007 - 2009
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Gross Margin Trends, 2006 - 2009
Video MarginVideo Margin Phone MarginPhone Margin
2009 2006
Data MarginData Margin
60.7%
57.4%
89.9% 91.2%
61.0%
67.4%
Overall Gross Margin flat at 65% despite Video Margin erosion
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$3.95
$1.66
$4.49
$2.47
$4.07
$1.21
$3.58
$1.97$1.73
$3.44
$1.06
$3.86
$0.00
$3.00
$6.00
Technical Customer Support G&A Sales & Marketing
2007 2008 2009
Monthly Operating Costs Per RGU
RGUs include EBU, Digital, HSD and Phone units.
Avg. Reduction: (1.1%) (20%) (13%) (16%)
Focus on cost effectiveness has enabled operational scale as we grow
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Our Formula
Improve our value through new product launches and enhancements Focus on proven and practical value-adds
Targeted acquisition and retention strategies Getting and keeping the ‘right’ customers
Continual focus on operational performance improvements Customer centered approaches deliver ‘win win’ cost
effectiveness
8
Recent Initiatives
New Product Launches:
New Bundle Suite & Offers
Targeted acquisition and retention:
Credit Scoring
Operational performance improvement
Reducing Advanced Services Talk Time
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New Bundles: What We’ve Been Up To
Created new Digital Value service Response to a key product gap vs. Satellite Key building block for new bundles
Launched 3 Double Plays and 3 Triple Plays Good, Better, Best approach
Created Loyalty Pricing for bundles Allows existing customers to upgrade into bundles
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Why We Made Changes
1. Competitive Response– Lacked sub $70 digital product– Pressure from Telco hybrid bundles
2. Consumer Requests– Desire to be “bundled”– Strong demand for Video & Net bundles
3. Financial Benefits– Bundled customers = lower churn– New bundles and promotions offer improved margins
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New Bundle Suite Summary
Doubles
Select$74.99
Ideal$94.99
Ultimate $109.99
Triples Select$99.99
Ideal$119.99
Ultimate $134.99
+$20
+$15
Phone+$25
Phone+$25
Phone+$25
ShowtimeDVR
Digital Value ServicePreferred Internet
Digital Plus ServiceMax Internet
Digital Plus ServiceMax Internet
“Good” “Better” “Best”
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Loyalty Pricing Overview
■ Same bundle contents and names, different promotional discounts:– Triple Play are $15 more– Double Plays are $5 more
■ Loyalty prices represent a $20-$25/mo savings off of retail
■ Simple eligibility rules for standard vs. loyalty prices:
■ Adding 1 RGU = loyalty prices; Adding 2 RGUs = standard prices
Select Triple Play $114.99
Ideal Triple Play$134.99
Ultimate Triple Play $149.99
Select Double Play $79.99
Ideal Double Play$99.99
Ultimate Double Play $114.99
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Nearly 2,000 bundle sales within first month Double Play and Triple Play sales evenly split Strong sell-in of higher-end bundles Approx $10 Triple Play ARPU lift on new connects More than 15% increase in call center RGU upgrades Beginning to see improvements in close rates
Early Results Are Encouraging
Level Mix
Select 41%
Ideal 32%
Ultimate 27%
Blended ARPU $ 128.09
Level Mix
Select 33%
Ideal 38%
Ultimate 29%
Blended ARPU $ 142.95
Standard Triple Plays Loyalty Triple Plays
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Credit Scoring: What We’ve Been Up To
Implemented Credit Scoring in July 2009
Use Equifax credit risk model integrated directly into CSG workflows Chose wireless credit model, not same as FICO
All new connects and restarts across all sales channels are scored
Current customers wishing to upgrade, transfers and seasonal restarts do not get scored
Customers must score 600 or higher to pass Failing customers must pay $100 deposit if they wish to
connect
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Why We Made Changes:
40% of our new connects will disconnect before their 1 year anniversary
Half of those disconnects - 20% of the sample - were non-pays
Half of non-pays – or 10% of all new connects - disconnect within 1st 120 days
60% of Direct Sales new connects are gone within 12 months
Each non pay disconnect costs us over $500 in capital and operating investment losses! Bad debt, equipment losses, cost to acquire, install & disconnect
costs, etc.
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Results: Disconnect Profile By Score Level
7.9%
2.1%
8.0%9.4%
7.8%
17.6%
0.00%
4.00%
8.00%
12.00%
16.00%
20.00%
Pass: 600+ Fail: 599 - 300 Fail: 299 - 0
Voluntary Non-Pay
% Disconnected after 90 – 120 days in service
% of Population 59% 15% 11%
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Results: Key Metrics
Reduced monthly connect volume by 20 – 25%
Non Pay Churn down 30% Year over Year Some systems have seen 50% reductions
Bad debt declined from 1.2% of revenue in Q4 08 to .8% of revenue in Q4 09
Billing call volume dropped by over 40%
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Reducing Advanced Services Talk Time
Overall Advanced Services (HSD & Phone) Avg Handle Time
7.20
7.24
7.03
7.17
7.07
6.86
7.01
6.97
6.61
6.39
6.27
6.34
5.80
6.14
6.14
6.26
6.36
6.22
6.20
6.25
6.51
5.99
6.22
4.75
5.25
5.75
6.25
6.75
7.25
7.75
May 08
Jun
08
Jul 08
Au
g 08
Sep
08
Oct 08
No
v 08
Dec 08
Jan 09
Feb
09
Mar 09
Ap
r 09
May 09
Jun
09
Jul 09
Au
g 09
Sep
09
Oct 09
No
v 09
Dec 09
Jan 10
Feb
10
Mar 10
Reduced Average Handle Time by approx. 40 sec / call
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Q & A