Adnews reported yesterday that Foxtel CEO, Kim Williams went on the record as saying that customer subscriptions over the past 18 months had been dreary.
I would suggest that subscriptions have been dreary for about 15 years.
Foxtel is one of the few existing brands that sink their resources into acquiring new users rather than offering any long term value or incentives to existing customers. Most incentives that Foxtel offer are recruitment based, to the exclusion of current subscribers, and in that, the ‘incentive’ usually involves an additional cost or greater expense in the long term.
They market like people are stupid, and we’re not. They assume that Facebook, blogs, Twitter, email, word of mouth and world of mouse don’t exist, and they do.
Why is consumer uptake for Foxtel dreary? Because the subscribers are telling the non-subscribers what it’s like to be a customer.
