Telecommunications and Internet Federation

Delia Bushell

Managing Director, Sky Ireland

Delia Bushell Managing Director, Sky Ireland

19 OCTOBER 2006

SKY TODAY

• Almost one in every three households(1) takes Sky

• One in every five Sky households takes Sky+

• One in every eight Sky households takes more than one Sky subscription

…….and all of these are growing

(1) In Ireland and the UK

SKY IN IRELAND

• First Digital TV service

• First Interactive TV service

• First PVR (Sky+)

• First High Definition service

• First Mobile TV service

• Increasingly cash rich, time poor society

• Customers value control in their entertainment and wide access to it

• The make-up of existing homes is changing

• There will be increasing demand for more…

– Self-contained entertainment friendly rooms

– Entertainment products per household

– Bandwidth in and out of the household

– Ability to interact, share & create your own entertainment

CUSTOMERS ARE CHANGING

The Whole-Home Solution

SUCCESS FACTORS

CUSTOMERS

THE LEADING BRAND

1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

“Choose one brand that in the future would be the best at

bringing together your (in-home) entertainment and

broadband requirements. Who would it be?”

Source: ICM January 2006, all individuals aged 18-54

SERVICE

• 44 million calls handled by Sky contact centres in FY 2006

– 10,000 customer service staff

– Complex call mix

• Over 9,000 home visits every day by Sky engineers in FY 2006

– 3,500 field engineers

– Every visit is unique

• 93% rate overall customer service experience “very good” or “good”(1)

• Continue to raise the bar through CRM

– More convenience

– More personalisation

• Maximise the lifetime value of a customer

(1)Sky customer satisfaction survey

CONTENT

• Leading position in content

– Established over a long period

• Choice, both quality and range

– Super-serve niches

• Control and flexibility

– TV, PC, Mobile

• User Generated Content is the next wave

– Current TV

– MySpace Recent contracts completed

INNOVATION - MOBILE SERVICES

Sky Mobile TVSky By MobileSky+ Remote

Record via Mobile App & SMS

• Launched Jan 2006 on 2.5G & 3G phones

• Sports, News & Entertainment clips and text

• Launched Summer 06

• 7-day TV Guide Listing

• Remote Record functionality via SMS, 3G and later Sky.com

• Live streamed TV

• Retailed jointly by Sky and Vodafone

• €1.99 per week per channel mix

INNOVATION - BROADBAND CONTENTSKY BY BROADBAND

• Launched January 2006

• Choice of 350+ films from Sky Movies, growing to 1,000+ titles (inc PPV)

• Already over 1,200 Sky Sports clips including Premier League & Champions League

• More than 1m downloads since launch

INNOVATIONPlatform for growth

The platform of the future will successfully integrate satellite

delivery, massive local storage and always-on broadband

Massive Local Storage

High Downstream Bandwidth DTH Satellite

Always-on Broadband

CONCLUSIONA Unique Player in the Convergence & Infotainment Space• 8.2 million customers have chosen Sky

• One in five already take an additional product

• Focus on delivering content our customers want with the flexibility to consume it where & when they want to

• Trusted to deliver innovative products that work at the press of a button

• Have an infrastructure in place to install and service them