CTAM EUROSUMMIT ’08 – BERLIN. Cable’s focus on its triple play proposition is in danger of engulfing the entertainment offering.
“We have a strong heritage in TV, but we may be about to lose that perception,” Annika Sten-Parson, head of sales, products and marketing, Com Hem told the EuroSummit’s CMO session. “We’ve been focussing on the triple play and we’ve been successful, but the reverse of that is that the TV is not as strong as it used to be. I’m not saying we won’t keep on working with the other 2 but the TV experience in years to come will be very important.”
Maik Emmermann, SVP marketing, Unitymedia said that cable should focus more on the brand itself rather than trying to put forward a complex product portfolio to the consumer. “Look at the Audi brand, 20 years ago it wasn’t so good, but now it’s perceived as a technology leader. As cable operators we’re not really focused enough to build the brand and we should be proud enough to move away from this product focus. It’s true we can offer speeds of 20, 30, 50 Mbps, but it probably doesn’t differentiate us enough for the consumer.”
