Sky Mobile Launch. December 2016

Transcription

1 Sky Mobile Launch December

2 INTRODUCTION On 29 November, Sky officially announced the launch of its mobile network, Sky Mobile, becoming a "quad play" provider, offering broadband, television, fixed-line telephone and a mobile service. Sky emphasised its distinctive mobile market proposition based on: The ability to roll over unused data and to stockpile it in a piggybank for up to three years. Other providers offer a data rollover service currently but they only allow customers to roll over data from last month to the current month Flexible monthly plans, offering customers the ability to change their plan every month, depending on how much data they need. They will also be able to add unlimited data, texts and minutes with an add-on for 10 per month Exclusive benefits for Sky TV customers, who will be able to subscribe to the network starting from mid-december while other customers will have to wait until the new year- and to access special offers, such as unlimited texts and calls for free. Between 30 November and 1 December, Harris Interactive conducted a Harris24 poll to measure awareness of Sky Mobile and also gauge consumer interest. 2

3 SUMMARY 4 in 10 UK mobile users were aware of the new network Non-Sky customers were substantially more aware than current Sky customers, which comes as a surprise considering that the ongoing Sky Mobile marketing campaign aims at building its market share starting from existing customers; Levels of awareness were highest among people aged 55+ (60%), although younger mobile users express higher consideration and interest. A majority said they were unlikely to choose Sky Mobile as a network provider. However, consideration of the new MVNO rises from 23% to 37% and to 35% when highlighting respectively the data roll-over service and flexible monthly plans. Both data roll-over and flexible monthly plans polarise consumer reactions, with 40% stating an interest in these services and an equal proportion claiming the opposite. These services appeal more to women, younger consumers, Sky customers, and mobile users on 3 and EE. 3

4 Awareness of Sky Mobile More than 4 in 10 are already aware of the new Sky mobile services. Surprisingly, we see higher levels of awareness among non-sky customers. 46% Total Any Sky customers Non-Sky customers * Q1 Can you please tell us which services you think that the following brands currently offer? Base: All respondents (n=1,075), Any Sky customers (n=460); Non-Sky customers (n=615) *All those who are subscribed to Sky TV, broadband or landline services 4

5 Awareness of Sky Mobile More than 4 in 10 are already aware of the new Sky Mobile service. Levels of awareness increase with age and males are more likely than women to know Sky Mobile. 62% 47% 38% 28% Total Male Female years years 55+ years Q1 Can you please tell us which services you think that the following brands currently offer? Base: All respondents (n=1,075); Males (n=421); Females (n=654); years (n=293); years (n=411); 55+ years (n=371) 5

6 Awareness of Sky Mobile Tesco Mobile customers and those on PAYG are more likely to be aware of the new MVNO. 36% 45% 44% 50% 40% 42% 40% 48% 44% 47% 42% Total 3 (Three) giffgaff O2 Tesco Mobile Network provider Virgin Mobile Vodafone EE PAYM PAYG SIMO Any BT customers Tariff type Non-BT customers Q1 Can you please tell us which services you think that the following brands currently offer? Base: All respondents (n=1,075); 3 (Three) (n=109); giffgaff (n=45); O2 (n=218); Tesco Mobile (n=101); Virgin Mobile (n=93); Vodafone (n=155); EE (n=276); PAYM (n=496); PAYG (n=351); SIMO (n=201); Any BT customers (n=251); Non-BT customers (n=824) 6

7 Likelihood to choose Sky Mobile Consideration is low, with below 1 in 5 likely to choose Sky Mobile and more than 4 in 10 unlikely to do so. Consideration decreases with age. 44% Net Unlikely 28% 31% 25% 19% 16% 26% Very unlikely 16% 13% 18% 16% Quite unlikely Neither likely not unlikely Quite likely Very likely 23% Net Likely 33% 16% 34% 34% 34% 34% 34% 24% 17% 17% 17% 19% 6% 6% 6% 10% 6% 8% 3% Total Male Female years years 55+ years Q7 Sky has recently announced that it is launching its own mobile phone service. How likely are you to choose Sky Mobile as a network provider at the end of your contract or simply in the future if you are on Pay as you go? Base: All respondents (n=1,075); Males (n=421); Females (n=654); years (n=293); years (n=411); 55+ years (n=371) 7

8 Likelihood to choose Sky Mobile Likelihood to choose Sky Mobile is highest among Sky customers and higher than average among mobile users on 3 28% 13% 13% 33% 33% 29% 34% 34% 30% 18% 17% 26% Very unlikely Quite unlikely Neither likely not unlikely 16% 34% 38% 16% 33% 12% 10% 28% 38% 16% 17% 31% 37% 15% 32% 46% 19% 30% Quite likely Very likely 17% 6% Total 25% 10% Any Sky customers 19% 12% 15% 13% 15% 18% 17% 10% 6% 8% 6% 6% 3% 7% 3% 7% Any BT 3 (Three) giffgaff O2 Tesco Mobile Virgin Mobile Vodafone EE customers Network provider Q7 Sky has recently announced that it is launching its own mobile phone service. How likely are you to choose Sky Mobile as a network provider at the end of your contract or simply in the future if you are on Pay as you go? Base: All respondents (n=1,075); Any Sky customers (n=460); Any BT customers (n=251); Tesco Mobile (n=101); O2 (n=218); giffgaff (n=45); EE (n=276); Virgin Mobile (n=93); Vodafone (n=155); 3 (Three) (n=109) 8

9 Interest in data roll-over service Reactions to data roll-over are polarised, with 4 in 10 expressing interest and an equal proportion stating the opposite. The service appeal more to women, younger consumers, Sky customers and mobile users on 3 and EE. Net Interested Not at all interested Not very interested Neither interested not uninterested Fairly interested Very interested Agree slightly 22% 20% 41% Very + Fairly Interested 18% 15% 25% Total Male Female years years 55+ years Any Sky customers Any BT customers 3 (Three) giffgaff O2 EE Virgin Mobile Vodafone Tesco Mobile PAYM PAYG SIMO 41% 37% 44% 47% 31% 47% 31% 52% 50% 36% 44% 41% 45% 33% Q8 [ ] How interested are you in this type of offer? Base: All respondents (n=1,075); Males (n=421); Females (n=654); years (n=293); years (n=411); 55+ years (n=371) 3 (Three) (n=109); giffgaff (n=45); O2 (n=218); Tesco Mobile (n=101); Virgin Mobile (n=93); Vodafone (n=155); EE (n=276); PAYM (n=496); PAYG (n=351); SIMO (n=201); Any BT customers (n=251); Non-BT Network Tariff 9

10 Interest in flexible monthly plans Very similar response on interest in flexible monthly plans, where we see an equal split between interested and not interested, and a skew to females, younger mobile users, Sky customers and mobile users on 3 and EE. Net Interested Total Not at all interested 20% 12% Male Female years 35% 50% Not very interested Neither interested not uninterested Fairly interested 21% Very + Fairly Interested 27% years 55+ years Any Sky customers Any BT customers 3 (Three) giffgaff 42% 27% 47% 31% 48% 50% Very interested Agree slightly 20% Network EE Vodafone Virgin Mobile 44% 37% O2 33% Tesco Mobile 32% PAYM PAYG SIMO Q10 [ ] How interested are you in this type of offer? Base: All respondents (n=1,075); Males (n=421); Females (n=654); years (n=293); years (n=411); 55+ years (n=371) 3 (Three) (n=109); giffgaff (n=45); O2 (n=218); Tesco Mobile (n=101); Virgin Mobile (n=93); Vodafone (n=155); EE (n=276); PAYM (n=496); PAYG (n=351); SIMO (n=201); Any BT customers (n=251); Non-BT customers (n=824) Tariff 29% 46% 10

11 Likelihood to choose Sky Mobile When mentioning data roll-over and flexibility, the likelihood to choose Sky Mobile increases significantly. Likelihood before mentioning any elements of the offer Likelihood when mentioning data roll-over Likelihood when mentioning flexible monthly plans 28% 21% 22% Very unlikely Quite unlikely 16% 12% 13% Neither likely not unlikely 34% 30% 31% Quite likely Very likely 23% Net Likely 17% 6% 37% Net Likely 28% 9% 35% Net Likely 25% 10% Q7 Sky has recently announced that it is launching its own mobile phone service. How likely are you to choose Sky Mobile as a network provider at the end of your contract or simply in the future if you are on Pay as you go? / Q9 How likely are you to choose Sky Mobile as a network provider considering also the offer that allows to roll over unused data each month for up to three years? / Q11 How likely are you to choose Sky Mobile as a network provider considering also the flexible monthly plan offer? Base: All respondents (n=1,075) 11

12 METHOD AND CONTACT DETAILS We surveyed c1,000 UK mobile users between 31 November and 1 December. Data was weighted to be representative of the UK population in respect of gender, age and region. Harris24 is especially useful for those occasions when you need answers fast from the general population. Covering 30 countries, interviews can be completed and reported in less than 24 hours in the UK, US, France, Germany, Spain and Italy. For further information about Harris24 please contact the author of this report: Alberto Pirisinu Research Manager apirisinu@harrisinteractive.co.uk