Marketing Plan: Time Warner Cable Essay

However, in the era of the Internet, the market has changed. Cable television has been challenged by many alternative venues of media consumption, most notably in the form of the Internet. "There has been some competition from satellite TV players and (in a few areas) TV over IP" (Masnick 2008). "Thanks to the rise of Netflix, Hulu and hardware like the Roku box and Apple TV, cutting the cord to cable TV doesn't mean cutting yourself off from your favorite shows and channels" (Glaser 2010). However, most high-speed Internet consumers receive their Internet connection from the cable company, which indirectly funnels money to support cable TV.

Recently, certain major cable providers have begun offering On Demand television. On Demand has two forms, fee per month, and pay-per-view. The fee per month system is offered by the major pay channels such as HBO and Showtime, and basically allows the subscriber to browse the network’s constantly rotating selection and pick what movie they want to watch and when. This is not widely available but could become a major threat as more cable providers offer it as an option. Its only drawback is the consumer pays their monthly fee and has no control over the selections they have to choose from.

With the increased pervasiveness and accessibility of the internet in modern life, consumers have been abandoning traditional television and cable for online subscription streaming services. Media Convergence has played a key role in enabling cord cutting in that content that traditionally has been exclusive to the television set is now available via the internet on multiple platforms, such as cellular phones and computers, that were traditionally reserved for other media. Now that television programs are able to be exhibited portably on laptops and smart phones over the internet, consumers have been given the option to forgo traditional cable and almost exclusively consume content online anywhere with very minimal restrictions. Companies, such as Netflix and Hulu, emerged to take advantage of this opportunity and facilitated the cord cutting movement by charging subscribers a reasonable rate for access to an enormous quantity of television content. To save money and consolidate their media consumption, many consumers have abandoned their cable packages in favor of subscription based services that provide television content in a more accessible, and in some cases a more affordable,

The Time Warner Cable Inc. is one of the oldest and most reputable cable companies in the United States, but it is now faced with the challenges of increased competition. Specifically, the organization encounters difficulties in retaining its customers, and also in signing new ones, and this is due to the increasing number of cable companies, which present the customers with more alternatives.

Services such as Netflix and Hulu, along with other platforms that employ digital distribution create a prominent challenge for Comcast. To most consumers, online streaming is seen as a better option compared to cable due to its convenience, lack of commercials, lower prices, and the availability to “binge watch” (See Exhibit 1 for the leading video subscriptions in the U.S in 2016). This increasingly growing platform presents a challenge for Comcast and how the company should respond to the changing environment.

Nowadays, budget-conscious customers look at ways to avoid paying for expensive bundles cable TV offers. They prefer to choose “a la carte” programming offered by web-based services. “A la carte” approach to programming enables the subscribers to pay for only the channels they really want to watch. Several companies including Verizon, Walt Disney and Viacom provide their customers with content they are interested in without the need of paying for channels they are not willing to watch. No wonder there is a lot of competition between the largest operators in the wireless and cable industry like Verizon, Dish and Comcast.

Technological factors also play a major role in the video rental industry. “Telecommunications companies were accelerating efforts to create an information superhighway to households using fiber optics technology that permitted in-home viewing of movies on a pay-per-view basis.” Although fiber optics technology was still being developed, it presented a major threat to the video rental business. Once developed, this technology would render the need for video rental stores useless.

In recent years, both DIRECTV and DishTV have struggled to keep up with changing of times with technology, particularly as more and more consumers drop cable and satellite subscriptions in favor of online streaming options including Netflix, Hulu, and Amazon Prime. Overall both DIRECTV and DishTV suffer from the same problem of lacking services and features to protect them from the changing market. Since satellite companies are unable to offer the same high-speed broadband services as their cable competitors, they are having difficulties with the ever-changing industry where internet-based entertainment services are

On one hand, the company focuses on monthly subscription that may discourage some of the customers especially if they do not use the services on a daily basis. Additionally, the company has a limited number of suppliers of content and thus a smaller variety of programs (Barney and Hesterley, 2015). On the other hand, there is increasing competition since most of the rivals also focus on internet-enabled television and streaming. Notwithstanding, the improvement in technology may make some of the services offered by the company obsolete since customers may shift to new

Marketing strategy is totally dependent on the specific type of consumers, which may have various needs and require different marketing mixes in terms of Product, Price, Promotion and Distribution. For product, Cisco Systems was the inventor of the Internet Protocol (IP) based technology and also enhanced the standard of Voice-over IP (VoIP) through their Research and Development Team at headquarter in Silicon Valley, Seattle. Cisco has been designed, manufactured, and distributed

There are numerous challenges facing incumbent Communications Service Providers (CSP) such as commoditization, customer churn, low growth and low profitability from traditional services. They also face challenges from digital entrants and disruptors such as Google and Amazon as well as numerous startups. These new players are nimble and are not burdened by legacy infrastructure or the associated fixed costs, and are rapidly reshaping the industry. They are fundamentally altering how communications players engage with as well as build and maintain a long term relationships with their customers. The future looks bleak for existing CSPs – Analysts predict that by 2025 only three

Cellular phase remained the very important player with increase in total Teledensity contributive forty eight %. Within the urban markets introduction of Broadband web services by numerous Telecomm giants like PTCL, World decision and Wateen has more benefited the shoppers to access timely data over the web with competitive rates. The broadband penetration but has not represented the maximum amount growth needless to say growing with three.Smn subscribers in a pair of OO7 against 2.4mn subscribers in 2006. PTA estimates broadband subscribers to grow to over Smn by 2010. World decision has initiated cable tv services with PTCL expected to follow suite by providing IP1V services through its baseball play services, guaranteeing diversification of merchandise and services. Recent contributive surroundings give by PTA has resulted in accumulated FDls within the sector with investments of USD2.7 bn throughout the last 5 years creating it the most important recipient of highest FDI throughout the past few years. the longer term for telecom lies amongst unknown rural

Cable Bahamas Ltd. is the most technologically advanced, broadband provider today. The company has been providing cable television services in The Bahamas since March 1995, and Internet services since March of 2000. Cable Bahamas operates one of the most technically advanced cable television systems in the world and is the only provider of cable television in The Bahamas. Through their extensive use of fibre optics, our system 's flexibility and potential for growth is virtually unlimited. We are one of few systems in North America, that has a fully functional two-way cable TV system, enabling interactive cable TV and high-speed data services. Our use of addressable taps is unique and significantly reduces operating costs. The management team of the company collectively has over 100 years of International engineering, fibre optic and cable television technology experience. Cable Bahamas ' Future Is Built On Four Key Resources:

Digital video: television is moving towards interactive television and video on demand, offered by cable distribution networks.

For satellite TV to move beyond the techies and early adapters, into the mainstream consumer marketplace, three things