Welcome!

Cognitive Computing Authors: Liz McMillan, Elizabeth White, Derek Weeks, Yeshim Deniz, Rajeev Kozhikkattuthodi

Blog Feed Post

Defining Cable TV Industry Perceptions

BROADBAND CONVERGENT - Broadband Business News

NCTA Boston Meeting 2012

Defining Cable TV Industry Perceptions

Time Warner Cable’s recent announcement it will begin a new advertising campaign to entice consumers to return from defection, while retaining existing customers, define Cable TV Industry perceptions. It seems the cable TV company along with business counterparts keeps thinking in the past to define their future. It’s not clear whether Time Warner Cable used focus groups to gather consumer data in what is wrong with customer retention, or if they used in-house marketing to conclude those consumer sentiments. From a business aspect it misses the mark. See (Time Warner Cable Tries to Win Back Ex-Subscribers)

The Cable Business of Top-Down Selling

One would think the cable industry should have figured out that top-down selling is not an ingratiating tactic for consumer satisfaction long ago. With large call-centers and CSR’s (customer service representatives) armed with strong-arm selling tactics, consumers are befuddled with cable TV packages which favor hefty priced tags with little or no choice for scaled down versions. Consumers choosing lower priced TV packages are summarily penalized with little or insignificant discounts.

The premise being used in well-known “boiler-room” tactics include offering 6-month discounts on top packages where consumers receive a “Taser” like shock as the promotion ends. This type business tactic is systemic throughout the industry including satellite TV offerings. Direct TV goes a step further by adding a 2-year contract supposedly due to the high cost of hardware installation. To believe these type sales policies are consumer friendly is draconian, for use of a better word.

Add STB’s for Ancillary Revenue Generation

Let’s not forget the infamous STB, (set-top-box) promoted as the latest in technology yet offering little more than friendly functionality to find programming, missing newer technology coming in mobile broadband innovations.  In reality, the hardware is no more than an ancillary revenue generator adding lucrative revenue from consumer priced packaging. Since being required on every individual TV, resulting recurring monthly revenues can be substantial for cable companies.

TV Everywhere

Cable TV businesses believe TV Everywhere, their online version of cable, is a serious consumer retention tool, yet is actually akin to giving a giving a 1% gratuity to a waitress on a $500.00 restaurant tab serving 10 customers. While the service adds mobile functionality to cable TV customers who already have an existing cable TV package, it does little to off-set the monthly fees which actually determine consumer satisfaction. Their all or nothing bundles, priced accordingly, should be the primary focus of industry executive metrics, if any hope of changing consumer sentiment is a serious initiative.

Customer Service Guarantee

The service guarantee as a tool for customer satisfaction has been around a long time and is being over-used as retention tool, living long past its usefulness. First, consumers do not believe in the concept. A 2-hour window vs. a 4-hour window of appointments does little to address the fundamental business problems.  Even when a technician meets the deadline they can rarely use the technical expertise required to ensure 21st Century technological usability. In essence, consumers must call-back to get assistance with problems which should not exist after the visit.

Cable TV as a Defeating Acronym

The cable industries use of “Cable TV” (Cable Television) as an acronym to define their business is incomprehensible. The acronym is completely outdated serving only to remind the consumer of horrible customer service abuses engrained for decades. Executives holding on unsavory references to their business should run from those perceptions immediately, to rename, and redefine old stigmas into a more mainstream competitive description. The same applies with outdated marketing efforts which use guarantees that do nothing more than promote internal tunnel-vision.

Using Generation Y to Transform Industry

Defining cable TV as a mature market, industry executives should throw out outdated marketing concepts, and take a realistic look at how to re-define a clear vision. Self-actualization, reflection, collaboration, and forward thinking should be top priorities. Cable business executives should empower Generation Y to define the future.  That is, hire plenty of this generation and listen to them carefully. Mentor and promote these contributors to bring out their transforming power in teamwork and collaboration to move sales and retention forward. If not, the Cable Industry will continue to (get it wrong again).

Image via Hollywood Reporter

 

Defining Cable TV Industry Perceptions

Read the original blog entry...

More Stories By Leonard Grace

Leonard Grace is the founder of Broadband Convergent, an industry leader tech news and analysis for Broadband, Cable, Mobile, Wireless, and Telecom markets providing strategic direction, business trending, sprinkled with lots of opinion. Technology executives must focus on key business indicators with fast, effective and researched analytics to provide leading edge decisions that propel their organizations ahead of the competition. Broadband Convergent researches the latest trends, strategy, and analysis to deliver the results executives and managers depend on to make strategic business decisions. Whether it is (to-market-strategy), the latest competitive advantage, leading edge technology or legislative updates; Broadband Convergent is on top of intelligence gathering and reporting to make industry leaders comfortable with making decisions based on our findings. Our company is a leader in providing fast, efficient, and economical insights into competitive markets, business strategies, market trends and the future outlook of the legislative landscape. Leonard has produced 250+ highly researched articles providing a unique perspective on current Broadband issues including Cable, Mobile, Wireless and Telecom sectors. His insights dig down to find the why’s and why-not’s of industry decisions and how those effect the commerce of broadband.

@ThingsExpo Stories
With the introduction of IoT and Smart Living in every aspect of our lives, one question has become relevant: What are the security implications? To answer this, first we have to look and explore the security models of the technologies that IoT is founded upon. In his session at @ThingsExpo, Nevi Kaja, a Research Engineer at Ford Motor Company, discussed some of the security challenges of the IoT infrastructure and related how these aspects impact Smart Living. The material was delivered interac...
IoT solutions exploit operational data generated by Internet-connected smart “things” for the purpose of gaining operational insight and producing “better outcomes” (for example, create new business models, eliminate unscheduled maintenance, etc.). The explosive proliferation of IoT solutions will result in an exponential growth in the volume of IoT data, precipitating significant Information Governance issues: who owns the IoT data, what are the rights/duties of IoT solutions adopters towards t...
"When we talk about cloud without compromise what we're talking about is that when people think about 'I need the flexibility of the cloud' - it's the ability to create applications and run them in a cloud environment that's far more flexible,” explained Matthew Finnie, CTO of Interoute, in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
The Internet giants are fully embracing AI. All the services they offer to their customers are aimed at drawing a map of the world with the data they get. The AIs from these companies are used to build disruptive approaches that cannot be used by established enterprises, which are threatened by these disruptions. However, most leaders underestimate the effect this will have on their businesses. In his session at 21st Cloud Expo, Rene Buest, Director Market Research & Technology Evangelism at Ara...
No hype cycles or predictions of zillions of things here. IoT is big. You get it. You know your business and have great ideas for a business transformation strategy. What comes next? Time to make it happen. In his session at @ThingsExpo, Jay Mason, Associate Partner at M&S Consulting, presented a step-by-step plan to develop your technology implementation strategy. He discussed the evaluation of communication standards and IoT messaging protocols, data analytics considerations, edge-to-cloud tec...
New competitors, disruptive technologies, and growing expectations are pushing every business to both adopt and deliver new digital services. This ‘Digital Transformation’ demands rapid delivery and continuous iteration of new competitive services via multiple channels, which in turn demands new service delivery techniques – including DevOps. In this power panel at @DevOpsSummit 20th Cloud Expo, moderated by DevOps Conference Co-Chair Andi Mann, panelists examined how DevOps helps to meet the de...
When growing capacity and power in the data center, the architectural trade-offs between server scale-up vs. scale-out continue to be debated. Both approaches are valid: scale-out adds multiple, smaller servers running in a distributed computing model, while scale-up adds fewer, more powerful servers that are capable of running larger workloads. It’s worth noting that there are additional, unique advantages that scale-up architectures offer. One big advantage is large memory and compute capacity...
With major technology companies and startups seriously embracing Cloud strategies, now is the perfect time to attend 21st Cloud Expo October 31 - November 2, 2017, at the Santa Clara Convention Center, CA, and June 12-14, 2018, at the Javits Center in New York City, NY, and learn what is going on, contribute to the discussions, and ensure that your enterprise is on the right path to Digital Transformation.
Amazon started as an online bookseller 20 years ago. Since then, it has evolved into a technology juggernaut that has disrupted multiple markets and industries and touches many aspects of our lives. It is a relentless technology and business model innovator driving disruption throughout numerous ecosystems. Amazon’s AWS revenues alone are approaching $16B a year making it one of the largest IT companies in the world. With dominant offerings in Cloud, IoT, eCommerce, Big Data, AI, Digital Assista...
Artificial intelligence, machine learning, neural networks. We’re in the midst of a wave of excitement around AI such as hasn’t been seen for a few decades. But those previous periods of inflated expectations led to troughs of disappointment. Will this time be different? Most likely. Applications of AI such as predictive analytics are already decreasing costs and improving reliability of industrial machinery. Furthermore, the funding and research going into AI now comes from a wide range of com...
Internet of @ThingsExpo, taking place October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 21st Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The Internet of Things (IoT) is the most profound change in personal and enterprise IT since the creation of the Worldwide Web more than 20 years ago. All major researchers estimate there will be tens of billions devic...
We build IoT infrastructure products - when you have to integrate different devices, different systems and cloud you have to build an application to do that but we eliminate the need to build an application. Our products can integrate any device, any system, any cloud regardless of protocol," explained Peter Jung, Chief Product Officer at Pulzze Systems, in this SYS-CON.tv interview at @ThingsExpo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA
SYS-CON Events announced today that Ayehu will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on October 31 - November 2, 2017 at the Santa Clara Convention Center in Santa Clara California. Ayehu provides IT Process Automation & Orchestration solutions for IT and Security professionals to identify and resolve critical incidents and enable rapid containment, eradication, and recovery from cyber security breaches. Ayehu provides customers greater control over IT infras...
SYS-CON Events announced today that MobiDev, a client-oriented software development company, will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. MobiDev is a software company that develops and delivers turn-key mobile apps, websites, web services, and complex software systems for startups and enterprises. Since 2009 it has grown from a small group of passionate engineers and business...
SYS-CON Events announced today that GrapeUp, the leading provider of rapid product development at the speed of business, will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Grape Up is a software company, specialized in cloud native application development and professional services related to Cloud Foundry PaaS. With five expert teams that operate in various sectors of the market acr...
SYS-CON Events announced today that Enzu will exhibit at SYS-CON's 21st Int\ernational Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Enzu’s mission is to be the leading provider of enterprise cloud solutions worldwide. Enzu enables online businesses to use its IT infrastructure to their competitive advantage. By offering a suite of proven hosting and management services, Enzu wants companies to focus on the core of their ...
SYS-CON Events announced today that Cloud Academy named "Bronze Sponsor" of 21st International Cloud Expo which will take place October 31 - November 2, 2017 at the Santa Clara Convention Center in Santa Clara, CA. Cloud Academy is the industry’s most innovative, vendor-neutral cloud technology training platform. Cloud Academy provides continuous learning solutions for individuals and enterprise teams for Amazon Web Services, Microsoft Azure, Google Cloud Platform, and the most popular cloud com...
SYS-CON Events announced today that IBM has been named “Diamond Sponsor” of SYS-CON's 21st Cloud Expo, which will take place on October 31 through November 2nd 2017 at the Santa Clara Convention Center in Santa Clara, California.
In his session at Cloud Expo, Alan Winters, an entertainment executive/TV producer turned serial entrepreneur, presented a success story of an entrepreneur who has both suffered through and benefited from offshore development across multiple businesses: The smart choice, or how to select the right offshore development partner Warning signs, or how to minimize chances of making the wrong choice Collaboration, or how to establish the most effective work processes Budget control, or how to ma...
SYS-CON Events announced today that CA Technologies has been named "Platinum Sponsor" of SYS-CON's 21st International Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. CA Technologies helps customers succeed in a future where every business - from apparel to energy - is being rewritten by software. From planning to development to management to security, CA creates software that fuels transformation for companies in the applic...