Delia Bushell

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Delia Bushell Managing Director, Sky Ireland
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Delia Bushell Managing Director, Sky Ireland19
OCTOBER 2006
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SKY TODAY

• Almost one in every three households(1) takes Sky
• One in every five Sky households takes Sky
• One in every eight Sky households takes more than
  one Sky subscription
• .and all of these are growing
• (1) In Ireland and the UK

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SKY IN IRELAND

• First Digital TV service
• First Interactive TV service
• First PVR (Sky)
• First High Definition service
• First Mobile TV service

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CUSTOMERS ARE CHANGING

• Increasingly cash rich, time poor society
• Customers value control in their entertainment
  and wide access to it
• The make-up of existing homes is changing
• There will be increasing demand for more
• Self-contained entertainment friendly rooms
• Entertainment products per household
• Bandwidth in and out of the household
• Ability to interact, share create your own
  entertainment

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The Whole-Home Solution
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SUCCESS FACTORS
CUSTOMERS
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THE LEADING BRAND
Choose one brand that in the future would be
the best at bringing together your (in-home)
entertainment and broadband requirements. Who
would it be?
Source ICM January 2006, all individuals aged
18-54
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SERVICE

• 44 million calls handled by Sky contact centres
  in FY 2006
• 10,000 customer service staff
• Complex call mix
• Over 9,000 home visits every day by Sky engineers
  in FY 2006
• 3,500 field engineers
• Every visit is unique
• 93 rate overall customer service experience
  very good or good(1)
• Continue to raise the bar through CRM
• More convenience
• More personalisation
• Maximise the lifetime value of a customer

(1)Sky customer satisfaction survey
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CONTENT

• Leading position in content
• Established over a long period
• Choice, both quality and range
• Super-serve niches
• Control and flexibility
• TV, PC, Mobile
• User Generated Content is the next wave
• Current TV
• MySpace

Recent contracts completed
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INNOVATION - MOBILE SERVICES
Sky Remote Record via Mobile App SMS
Sky Mobile TV
Sky By Mobile

• Launched Jan 2006 on 2.5G 3G phones
• Sports, News Entertainment clips and text

• Launched Summer 06
• 7-day TV Guide Listing
• Remote Record functionality via SMS, 3G and later
  Sky.com

• Live streamed TV
• Retailed jointly by Sky and Vodafone
• 1.99 per week per channel mix

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INNOVATION - BROADBAND CONTENTSKY BY BROADBAND

• Launched January 2006
• Choice of 350 films from Sky Movies, growing to
  1,000 titles (inc PPV)
• Already over 1,200 Sky Sports clips including
  Premier League Champions League
• More than 1m downloads since launch

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INNOVATIONPlatform for growth
High Downstream Bandwidth DTH Satellite
Always-on Broadband
Massive Local Storage
The platform of the future will successfully
integrate satellite delivery, massive local
storage and always-on broadband
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CONCLUSIONA Unique Player in the Convergence
Infotainment Space

• 8.2 million customers have chosen Sky
• One in five already take an additional product
• Focus on delivering content our customers want
  with the flexibility to consume it where when
  they want to
• Trusted to deliver innovative products that work
  at the press of a button
• Have an infrastructure in place to install and
  service them