DIRECTV 2009 Annual Report Download - page 9

Download and view the complete annual report

Please find page 9 of the 2009 DIRECTV annual report below. You can navigate through the pages in the report by either clicking on the pages listed below, or by using the keyword search tool below to find specific information within the annual report.

Page out of 160

  • 1
  • 2
  • 3
  • 4
  • 5
  • 6
  • 7
  • 8
  • 9
  • 10
  • 11
  • 12
  • 13
  • 14
  • 15
  • 16
  • 17
  • 18
  • 19
  • 20
  • 21
  • 22
  • 23
  • 24
  • 25
  • 26
  • 27
  • 28
  • 29
  • 30
  • 31
  • 32
  • 33
  • 34
  • 35
  • 36
  • 37
  • 38
  • 39
  • 40
  • 41
  • 42
  • 43
  • 44
  • 45
  • 46
  • 47
  • 48
  • 49
  • 50
  • 51
  • 52
  • 53
  • 54
  • 55
  • 56
  • 57
  • 58
  • 59
  • 60
  • 61
  • 62
  • 63
  • 64
  • 65
  • 66
  • 67
  • 68
  • 69
  • 70
  • 71
  • 72
  • 73
  • 74
  • 75
  • 76
  • 77
  • 78
  • 79
  • 80
  • 81
  • 82
  • 83
  • 84
  • 85
  • 86
  • 87
  • 88
  • 89
  • 90
  • 91
  • 92
  • 93
  • 94
  • 95
  • 96
  • 97
  • 98
  • 99
  • 100
  • 101
  • 102
  • 103
  • 104
  • 105
  • 106
  • 107
  • 108
  • 109
  • 110
  • 111
  • 112
  • 113
  • 114
  • 115
  • 116
  • 117
  • 118
  • 119
  • 120
  • 121
  • 122
  • 123
  • 124
  • 125
  • 126
  • 127
  • 128
  • 129
  • 130
  • 131
  • 132
  • 133
  • 134
  • 135
  • 136
  • 137
  • 138
  • 139
  • 140
  • 141
  • 142
  • 143
  • 144
  • 145
  • 146
  • 147
  • 148
  • 149
  • 150
  • 151
  • 152
  • 153
  • 154
  • 155
  • 156
  • 157
  • 158
  • 159
  • 160

us to evolve into more of a full video provider – delivering access
to their favorite programming whenever and wherever they want
it. Our subscribers want to be able to watch the big game or catch
their favorite hit series on their laptop or their mobile phone.
As a result, in 2010, we’ll continue to push the innovation
envelope. DIRECTV will make it even easier for our customers
to not only record their favorite shows, but to access that
programming from any television in their home - with a single,
whole-home solution that will also “play cooperatively” with
other media devices in the home. That will put DIRECTV at the
heart of the entertainment experience whether our subscribers
are at home or on-the-go.
In addition to expanding access to the DIRECTV experience, we
will launch the industry’s first 3D channel lineup, offering the latest
3D movie releases and sporting events like the Major League Baseball
All-Star game to help drive the development of future 3D content.
We will also introduce a greatly enhanced DIRECTV Cinema™:
an exciting new movie service allowing our customers to watch
the latest box office hits with a simple click of their remote, rather
than waiting days or even weeks for those same movies to arrive
by mail. At long last, “The Postman Always Rings Twice” will
revert to its status as a classic film – and not the signal that the
DVD you’ve been waiting for has finally arrived.
All of these innovations are underway right now. Even as this
letter is going to press, we are expanding our pay-per-view offerings
from 15 to nearly 400 titles – and about half of these will be ready
to watch at the same time they become available on DVD.
We’re also pushing the marketing envelope to increase market
share through a strategy that capitalizes on our strengths while
exploiting competitors’ weaknesses. We’ve put a 2010 priority on
targeting under-penetrated segments such as the Hispanic, multiple
dwelling unit and commercial markets, as well as working more cre-
atively with our Telco partners to accelerate growth in their territories.
CONNECTING FOR LIFE
Developing the most advanced technology and providing the
best programming packages underscore what really drives
DIRECTV’s success: Our connection to our customers. Nothing
is more important than our 18.5 million subscribers. We know
we have to continue to invest and work even harder to earn
their loyalty on a daily basis.
Although DIRECTV generally ranks at the top of our industry
in customer satisfaction and has made excellent progress over the
last year, we need to do even better. We have to take the view that
when people subscribe to DIRECTV, our commitment to service is
a contract for life: Once we make that connection with a customer,
we’ve got to do all we can to keep it vibrant and strong.
Reaching higher service levels means being open to a wide-
ranging re-think: It may mean policy changes, or new sales and
marketing tactics – perhaps even further investments in the
homes of our customers. In that way, we’ll turn churn from being
a challenge into our greatest value-driver – a means, as our
industry matures, to keep connected to our customers so that
they stay connected to DIRECTV.
Nothing is more
important than
our 18.5 million
subscribers.
ANNUAL REPORT 7