CTAM CABLE MARKETING EUROSUMMIT – BARCELONA. Cable’s evolution into a full service provider was in evidence during the marketing panel, as executives discussed the current best practice. “Look at marketing so that the end to end experience and every touch point has the same integrated proposition,” was the advice from Chad Raube, chief commercial officer, Fibernet Communications. “We’ve seen new players come and unless we position ourselves in the entertainment space customers will see us as just a pipe and bypass us.”
Former News Corp executive and now an independent consultant John O’Loan recalled the early days of Sky Television in the UK. “Cable thought of itself as an institutional service, whereas DTH came with more of an entertainment proposition,” he said. “People don’t care that it comes from satellite or cable, just that it works, and if they have to call a number it gets picked.”