In 2010, Sky Broadband had reached 2.5 million customers, becoming the fastest growing broadband provider. However, they were operating in a switchers market. Also, the marketplace was becoming more cluttered and price orientated. Research highlighted two barriers to success - firstly a perceived lack of value in comparison with competitors and secondly no perceived areas of superiority against their main competitors. Sky was seen as a TV provider but less so a true value triple play provider (TV, broadband and calls). Find out more...

Establish more credibility in the broadband marketplace and breakdown barriers surrounding value and quality of Sky TV