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April 24, 2013 Broadband Cable Association of PA Natalie Kurchak, Atlantic Broadband

April 24, 2013 Broadband Cable Association of PA Natalie Kurchak, Atlantic Broadband. Marketing in Today’s Competitive Environment. The “approach” to marketing had to change PA region service areas are low-growth populations, we can’t count on new customers moving in to the region

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April 24, 2013 Broadband Cable Association of PA Natalie Kurchak, Atlantic Broadband

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  1. April 24, 2013Broadband Cable Association of PANatalie Kurchak, Atlantic Broadband

  2. Marketing in Today’s Competitive Environment • The “approach” to marketing had to change • PA region service areas are low-growth populations, we can’t count on new customers moving in to the region • We were spending way too much time and energy chasing the chronic non pay customer

  3. Marketing in Today’s Competitive Environment • CHANGE – we had to change the way we thought about potential customers • We want the “best” customers – those that will pay their bill and not churn

  4. Marketing in Today’s Competitive Environment • Qualifying the customer • Leave the less desirable customers to the competition • Supports good marketing practices and encourages retention • The onus is on the customer to remain connected • Strict soft and hard disconnect procedures • We aren’t joking! • We base installation fees and deposits based on their credit score • You weed out the least desirable customer • You control the amount of services subscribed to keep the monthly bill reasonable by requiring a credit card on file for all digital equipment

  5. Marketing in Today’s Competitive Environment • So now that we limited ourselves to only taking the best customers, we had to grow our revenue “per sub” • How? By introducing new and better products to make customers want to “stick” with us

  6. Marketing in Today’s Competitive Environment • Upgrades to High-Speed Internet Service • D3 High Speed Internet – up to 40MBPS residential • Home Networking Service to ensure multiple screen enjoyment of High Speed Internet service • Sticky Services • HBO Go, MLB.tv, TNT March Madness app. • network On-Demand programming • Include router with Home Networking service • Created Get It All Bundles • For new and current customers • Beef up bundles with the services customers REALLY want • Include Starz!, Encore, Showtime, HD Channels and DVR Service for maximum service experience

  7. Get it All Bundles

  8. Fully Loaded Bundles! Double Play and Triple Play bundles that give customers all the bells and whistles!

  9. 2012 High Level Results Summary The proof is in the results: • Consistent YOY service revenue growth of 4.0% • Commercial services revenue growth of over 30%

  10. Service Revenue Growth Trend Year-Over Year Recurring Service Revenue Growth

  11. 2013 Major Initiatives • Improve our DVR Service • Advanced DVR / Gateway (TiVo) • Change our brand to convey our new message • Rebranding/rewrap of fleet • Improve our HD Channel Selection • Add up to 80 HD Channels in our major markets by year end • Switched digital and/or digital simulcast to free up bandwidth

  12. Questions?

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