DIRECTV 2011 Annual Report Download - page 19

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The guide is faster, has improved navigation and delivers a visual browsing
experience with icons and posters along with a great “You Might Like”
feature for recommended viewing.
Our Nomad product allows customers to transfer DVR-recorded content
to any portable device. We also will be expanding our TV Everywhere
service as a major priority this year, providing online and mobile access
to an array of pay-per-view and premium network content on a variety of
devices from the PC to the iPad to the iPhone and Android.
At the same time, we’re accelerating the pace of connecting
customers’ advanced receivers to the Internet so they may enjoy more
DIRECTV CINEMA titles and a wide variety of popular apps, including
the DIRECTV iPad App, Facebook, YouTube videos, social TV apps and
Pandora internet radio.
We’re continuing to deliver the most advanced technology, picture and
sound with a new line of next generation advanced receivers that form
the hub of our Home Media Center, heightening the connected home
experience and eventually eliminating the need for receivers in other
rooms of the house.
We continue to be excited about the growth potential of our alliances
with AT&T, CenturyLink and Verizon. We’re making progress on better
integrating their services with ours and expect to jump-start sales of
bundled services later this year. In 2012, we also are planning to improve the
seamlessness of our video/Internet bundles as well as substantially increase
the number of fiber and DSL options for our customers. We continue to think
outside the box to further strengthen these strategic relationships.
As the residential market matures, we are intensifying our focus on three
key areas that will produce incremental revenues: our commercial sales, local
advertising and DIRECTV CINEMA. We’ve made good progress growing our
commercial business last year and we’ll continue to aggressively drive sales
in this category in 2012 with new products like our DIRECTV Residential
Experience for Hotels and the DIRECTV Message Board, which overlays
advertising on live TV in retailers’ showrooms.
We have aggressive plans in place to increase our DIRECTV CINEMA
VOD movie sales by double digits. We also expect to see double-digit
revenue growth in ad sales as we focus on our new addressable, and locally
targeted advertising initiatives.
RETHINK, REFOCUS, RESPOND:
TRANSFORMING THE CUSTOMER EXPERIENCE
There is nothing more important to our future than putting our 32 million
customers at the forefront of everything we do by delighting them with the
world’s best entertainment and service experience. If we are to stand out from
our competitors and respond to the changing needs of the marketplace, we
must rethink and refocus our effort to transform the customer experience.
We’re currently taking a fresh look at all the ways we can enhance the
overall experience for our existing customers to earn their long-term
loyalty. In one of our first initiatives, we’ll take the service experience
to another level by ensuring we delight each and every new customer
during that critical first 90 days of their life cycle. We want the installation
experience to be nothing short of flawless. We will spend 2012 developing
a number of other initiatives to improve our service at every level and look
forward to sharing them with you in the future.
BREATHTAKING GROWTH IN LATIN AMERICA
In 2011, our Latin America business continued its breathtaking growth.
Macroeconomic and demographic trends continued to line up strongly in our
favor and demand remained vibrant for our products and services, driving
another year of record-setting growth across the region. We continued to
gain market share in almost every country across the region.
We ended the year with nearly 12 million customers, including 4 million
in Mexico, following a string of record quarters. Our net gain of 2 million
customers was a 69 percent increase over 2010, driven by a record level of
gross additions of 3.5 million customers.
There is nothing more
important to our future than
putting our 32 million customers
at the forefront of everything
we do by delighting them with
the world’s best entertainment
and service experience.