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JOINING FORCES TO MARKET CABLE

Jul 21, 2003  •  Post A Comment

The cable industry wants to make it as easy as possible for retailers to sell cable’s services. That’s why CTAM formed an MSO Marketers’ Council to facilitate that process. Andy Addis, Comcast’s senior VP for marketing and new products, heads the group and is being honored with a TAMI for his work linking retail and consumer marketing projects.
His objective has been to work with fellow MSOs to combine and cull business processes to present product information to retailers in a consistent way across operators. “The MSO Marketers’ Council identifies key initiatives that can help us work together as an industry to mitigate satellite’s national footprint by making it easier for retailers to do business with cable operators,” he said.
One such initiative is the upcoming MOVECO, an online database that allows a customer who is moving to get information about cable services at his new address. “Ultimately MOVECO will have specific numbers and metrics, and every call that is transferred is one we take out of the market for DBS,” he said.
“It’s all about fighting a very viable and formidable competitor in satellite, and for cable it’s about reinventing how we market and heightening our sophistication in how to market,” he said. “Retail is the perfect channel to sell increasingly complex products and services.”