DIRECTV 2012 Annual Report Download - page 32

DIRECTV
•High-Quality Digital Picture and Sound. Our video and audio Administration.’’ We believe that providing high-quality customer service is
programming is 100% digitally delivered, providing subscribers with digital- an important element in minimizing churn and attracting new subscribers.
quality video and audio, as well as interactive features and functionality. We In addition, our ability to implement best practices in customer service from
believe this compares favorably with many cable providers in Latin America, across the region, and from DIRECTV U.S., allows us to adapt quickly and
which typically continue to broadcast to a large percentage of their efficiently to changes that we face.
subscribers in analog format.
Business Strategy
•Unique and Differentiated Content. As a result of our leading brands and
leveraging our greater scale, we believe we are able to offer unique and Our vision is to provide customers across Latin America with the best video
compelling content to subscribers. For example, in PanAmericana we experience by leveraging DIRECTV Latin America’s key strengths while continuing
delivered extensive coverage of the 2012 London Olympics by offering to distinguish our service from our competitors by offering subscribers unique,
multiple live and simulcast feeds, all of which were in HD. We also offered differentiated and compelling programming through leadership in content,
live broadcasts of most of the events that included a Latin American athlete. technology, customer service and targeted marketing strategies. Our strategy involves
In addition, we were the only provider of television services where (1) profitably expanding our leadership position across all demographic segments,
subscribers could see all of the UEFA 2012 Euro Cup games. Similarly, Sky (2) enhancing productivity and effectively managing costs and (3) leveraging
Brasil, PanAmericana and Sky Mexico have licensed exclusive and DIRECTV Latin America’s brands and customer base to introduce complementary
non-exclusive rights through the 2015 season to the Spanish soccer league, services.
which in most countries is the second most popular soccer league behind •Profitably Expand Leadership Position Across All Demographic Segments.
the local country leagues. To achieve our goals, we believe we have to profitably expand our leadership
•Sales and Marketing. We sell DIRECTV and SKY through a number of position in several key areas including (1) strengthening our leadership
distribution channels, including direct sales, online, regional sales providers position in the higher end markets with a particular focus on DVR and HD
and local sales providers. We believe this variety of distribution alternatives excellence, (2) leveraging scale to profitably serve the middle market segment
coupled with segmented marketing programs, have enabled us to continue while expanding penetration as well as (3) establishing Colombia as the
to grow our subscriber base and benefit from favorable market conditions by third major country in PanAmericana.
extending our leadership with advanced products as well as by continuing to •Increase DVR Penetration. We believe that consumers at the higher end
penetrate the middle market segment with tailored package offerings. of the market are looking for more features and functionality in their
•Strong Customer Satisfaction. We have attained top rankings in customer TV viewing, particularly in terms of place and time shifting. Therefore
satisfaction studies for the pay television industry across the region. For in 2012, we obtained high-quality DVRs that are more functional and
example in 2012, the Brazilian equivalent to J.D. Power, Consumidor less costly than those of our competitors to distinguish our service
Moderno, awarded SKY ‘‘Best of the Best’’ in the Customer Service from the competition. In most countries in which we operate, our
Category as well as Company of the Year. SKY won these accolades by both competitors either do not offer DVRs or make them available on terms
the popular vote and technical criteria. For the second consecutive year, that have significantly limited their penetration. In 2013, we plan to
DIRECTV was recognized in Chile with the ‘‘Calidad del Servicio expand our time and place shifting capabilities in Latin America with
ProCalidad 2012’’ award in the pay-TV category. DIRECTV Chile also new products and services by continuing to leverage the product
received the ‘‘2012 Consumer Loyalty NPS’’ (Net Promoter Score) award. roadmap at DIRECTV U.S. For example, we plan on reinforcing our
In addition, our regional call center operation in Colombia received two product leadership at the higher end of the market in PanAmericana by
first place awards for ‘‘Best Social Responsibility’’ and ‘‘Best HR
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