British Sky Broadcasting Group Case Study: Increasing Market Share in the Face of New Threats
Report Summary

Introduction

BSkyB is active in the UK wholesale pay-TV market through its subscription television service Sky. It is the market leader with a market share of 70%. In recent years, the company has diversified its operations to include fixed-line telephony and broadband services and has been successful in establishing a significant presence in these markets. This case study shows how BSkyB has achieved this.

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Highlights

The Sky brand has become synonymous with technological advancement and product innovation. The launch of pioneering services such as Sky Digital, Sky+, Sky HD, and Sky Go has kept Sky at the cutting edge of technology and has allowed the company to remain ahead of its competitors.
Sky has adopted a model of heavy investment in premium content such as live sport, movies, and hit TV shows from both sides of the Atlantic. This has allowed the company to attract subscribers and to act as a distributor of premium content, onselling this programming to rival pay-TV operators.
In an effort to reduce its reliance on pay-TV revenues, Sky has diversified its operations to include fixed-line telephony and broadband services. The company has expanded in to mainland Europe and is now the major provider of pay-TV services in both Germany and Italy.

Your key questions answered

* How has Sky established itself as the undisputed market leader in the UK pay-TV industry?
* What challenges does Sky face as it looks to consolidate and build on its position?
* Which companies provide the major competition to Sky's position as market leader?