This IDC Presentation provides valuable insights of TV service providers' customer base by understanding the composition of a vendor's customers. We use two business analysis tools — the Apostle Model (developed at the Harvard Business School) and IDC's Worldwide Brand Promoter Index (comparing the likelihood of customers to recommend a particular vendor) to better understand the relative health of a TV service provider vis-à-vis all of its competitors. In addition, we analyze the TV service providers' performance using KPI metrics and satisfaction level of service components. Understanding the customer base is very important and can help you focus your marketing effort to where it will have the greatest impact.
This Presentation also includes a guest commentary section by Greg Ireland, research manager of Multiscreen Video, analyzing the customer base of TV service providers.
Key Words: TV service providers, Apostle Model, TV, service providers, AT&T, Cox, Bright House, Direct TV, Cablevision, DISH Network, Charter, Time Warner, Comcast, Verizon FiOS TV
Charter Communications, Inc., DIRECTV Holdings LLC, Comcast Corporation, BRIGHT HOUSE NETWORKS INC, Verizon Communications Inc., TIME WARNER INC., Cablevision Systems Corporation, DISH Network Corporation, AT&T Inc., Cox Communications, Inc.