![]() They won't likely differentiate the brand between cellular and television products. People upset about having to spend 10-15 minutes on the phone with AT&T to cancel their plan are going to extend their negative brand perception from DirecTV to AT&T. And the lifetime value of a cellular customer is much higher than the lifetime value of a television customer. Aside from young children, nearly every American has a cell phone. AT&T, on the other hand, has a potential market size of basically EVERYONE. The total market size is about 100 million, but being a satellite company, they probably estimate their potential capturable market size to be about 30 million. DTV has about 6 million customers, or less than 2% of the US population. I could understand DTV doing this as a standalone entity. With DirecTV falling under the AT&T umbrella, I REALLY don't understand this model. You may get an extra $200 from a customer who forgot to cancel, but you risk significantly reducing their lifetime value by reducing their image of your brand. Personally, I think the negative brand equity coming from customers who were unaware of the auto-renew is not worth the additional revenue captured. It is designed to make people forget about the subscription and they make it difficult to cancel. I agree, but this is just a dishonest model from AT&T/DTV and the NFL. /r/usfl - United States Football League./r/footballcards - Football Card Collecting./r/footballstrategy - Football Strategy./r/nflofftopic - r/NFL for non-NFL topics./r/nflmarketplace - Buy, sell, trade, everything NFL related./r/nflnoobs - For all your NFL-related questions. ![]() ![]()
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