team braden jenly
TRANSCRIPT
By: Jennifer Reed and Bradley Martindale
http://www.wptv.com/money/consumer/time-warner-cable-cbs-fee-dispute-threatens-blackout-for-customers-in-three-major-cities
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Execu&ve SummaryBack in the early 1920’s Henry Luce and Briton Haden formed Time Inc and around that same =me 4 of the Warner brothers created Warner Bros. Entertainment. In late 1989 the 2 merged to become the largest media empire in the world. (Saporito, 1989) Time Warner Inc. overall strategy is to become =tleholder of the cable, television and web outlets by opera=ng and distribu=ng all media content. (Roberts, 2000) Today, Time Warner Inc. is made up of several different divisions including America
Online, Home Box Office, Turner Broadcas=ng as well as many publica=ons. (GosseS, 2012) Time Warner Cable in an interna=onal name, however their cable, internet, phone and home security only covers
several large markets across the na=on.
Upgrading Time Warner’s DVR program is the main focal point of this discussion. DVR services are very important to television users because it makes it easier for users to record and keep up with their favorite
television programs on the go. The defect in the DVR service at Time Warner prohibits users from recording their shows for an extended recording period if the show exceeds it’s on-‐air playing =me. Our main objec=ve is to find a solu=on to this problem so that Time Warner cable users have the op=on to
extend recording =mes of their favorite shows if necessary.
There are many different ways to incorporate this extended recording op&on into the cable service. One method would be to sell 50 percentage of the Time Warner cable brand to it’s compe&tor Comcast and let representa&ves of Comcast deal with the headaches of installing an appropriate DVR to their systems program. Comcast was chosen because the company has already made plans to buyout the Time Warner cable brand and Comcast cable service already provides extended recording &me for shows, with their
DVR service (Halleck, 2014).
Finally, Time Warner’s customer service has been an on going decades. In 2013 alone American Customer Service Sa&sfac&on Index, who surveys roughly 70,000 customers annually, ranked Time Warner at the second to the worst in customer service. The number 1 worst is Time Warner’s top compe&tor and poten&al merger Comcast. MSN Money as also placed Time Warner in their Hall of
Shame. (Zara, 2014) With customer service taking a backseat to technology, Time Warner may s&ll fail which is why we have incorporated customer service into this proposal.
http://aurorasginjoint.com/2012/09/01/the-culture-at-warner-bros/
http://bztv.typepad.com/instanthistory/2006/03/time_magazine_f.html
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http://whittakerchambers.org/articles/reviews/http://www.designntrend.com/articles/10323/20140122/hbo-doesnt-mind-youre-loaning-go-password-digital-trends-buzzfeed.htm
https://www.google.com/search?q=turner+broadcasting&client=safari&rls=en&source=lnms&tbm=isch&sa=X&ei=PRB8U8-UO47QsQTisIGQDA&ved=0CAoQ_AUoAw&biw=1296&bih=689#q=turner%20broadcasting%20png&revid=1382284898&rls=en&tbm=isch&facrc=_&imgdii=_&imgrc=TKX3t-1pEOZHnM%253A%3BSC-xTW0_21hOBM%3Bhttp%253A%252F%252Foi43.tinypic.com%252F2n7jbdl.jpg%3Bhttp%253A%252F%252Fwww.nickandmore.com%252F2013%252F12%252F31%252F2014-insights-for-cartoon-network-and-boomerang%252F%3B1332%3B335
http://www.iosnoops.com/appinfo/twc-wifi-finder-for-iphone-and-ipad/492768487
Company Overview
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Weakness Is Not An Option!
http://www.myce.com/news/dc-judge-backs-mass-p2p-anti-piracy-litigation-41989/
http://online.wsj.com/news/articles/SB124100011975268097
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Customers/Collaborators
Target Market• Age: 6 and up• Sex: Male and Female• Region: International• Income: $20K and up
• United States• South America• Europe• Middle East
http://staff.studentlife.umich.edu/article/understanding-race-and-engaging-diversity
http://peak-innovations.com/designbuild/international-sales/attachment/world-map/
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Competitors
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Business Climate
http://www.go-green.ae/gogreen-members.php
http://rockwallconservative.me/2010/11/
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Business Opportunity
• On Demand• Content• Downloads• Mobile Devices• Distribution
http://www.avonschool.com/Page/1020 http://scitechconnect.elsevier.com/syngress-downloadable-content/
http://www.viralblog.com/mobile-and-apps/why-mobile-should-be-integrated-in-every-campaign/
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Business Threats
http://www.business2community.com/small-business/7-vital-social-media-strategies-small-businesses-0807161#!PpvgP
• Social Media• Piracy• Competitors• Video Streaming
Services
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Challenges/SolutionsEXTENDED RECORDING NOT ALLOWED
- Figure out method that allows Time Warner user’s extended recording time
when needed.
Customer Service - Good service equals
more customers/users
http://jobs.timewarnercable.com/sites/twc/images/hp-customer-service-bg.jpg
https://rebuild.timewarnercable.com/MediaLibrary/1/1/FAQ/images/iGuide_DVR_TVListRec.jpg
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Legal & Ethical
http://www.telarus.com/images/1266961996_patent-symbol.jpghttp://www.mendezminsurance.com/img/
~www.mendezminsurance.com/istock_000007126560xsmall.jpg
- Possible liabilities - Time Warner subscribers
- More than %25 percent of users have DVR service- Target audience
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Financial Overview-‐ Total Current Assets (Over a period of 3-‐Years)
2011: 6.40B , 2012: 4.88B , 2013: 2.14B
-‐ Gross Profit (Over a period of 3-‐Years)
2011: 10.5B , 2012: 11.4B , 2013: 11.8B
-‐ Total Revenue (Over a period of 3-‐Years)
2011: 19.7B , 2012: 21.4B , 2013: 22.1B
-‐ Total operaCng Expenses (Over a period of 3-‐Years)
2011: 6.46B , 2012: 6.99B , 2013: 7.20B
-‐ OperaCng Income (Over a period of 3-‐Years)
2011: 4.08B , 2012: 4.45B , 2013: 4.58B
PR I C E/
E ARNING S RA T IO
P R I C E E ARNING S GROWTH RA T IO
CURRENT RA T IO
D EB T TO
EQU IT Y
RA T IO
GROSS
P RO F IT
MARGIN
EARNING S P E R S HAR
ET IME WARNER
1 7 . 5 5 0 0% 18 . 1 9 0 0% 0 . 4 9 0 0% 28 . 9 6 0 0% 52 . 9 0 0 0% 7 . 0 7 0 0%
COMCAS T CORP
1 7 . 2 3 0 0% 18 . 2 5 0 0% 0 . 7 8 9 0% 14 . 5 8 0 0% 68 . 7 0 0 0% 2 . 7 3 0 0%
AT& T I N
1 3 . 5 3 0 0% 8 . 0 5 0 0% 0 . 6 0 5 0% 20 . 3 5 0 0% 59 . 8 0 0 0% 3 . 4 3 0 0%
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Financial Overview
74%
21%
5% (TWC) Stock Percentage as of
5/16/14
Over 3-year periodYear 1: 5%
Year 2: 21%Year 3: 74%
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Strategy&
Implementation
DAT E /T IME FRAME
EV ENT /M I L E S TONE
8 / 1 / 2 0 1 4 LAUNCH O F CU S TOMER S E RV I C E L E ARN ING C ENT ER O F CU S TOMER S E RV I C E R E P R E S ENTA T I V E S .
8 / 1 / 2 0 1 4 – 6 WE E K S
LO S ANGE L E S L AUNCH O F T H E N EW DVR HD R E C E I V E R S TO N EW AND E X I S T I NG CU S TOMER S .
9 / 1 / 2 0 1 4 – 6 WE E K S
NEW YORK C I T Y L AUNCH N EW DVR HD R E C E I V E R S TO N EW AND E X I S T I NG CU S TOMER S .
4 / 1 5 / 2 0 1 5 EMA I L S URV E Y S TO CU S TOMER S WHO R E C E I V ED TH E N EW S E RV I C E S AND P RODUCT S I N N EW YORK C I T Y .
7 / 1 / 2 0 1 5 ANA L Y Z E SURV E Y DA TA R E C E I V ED ON A L L N EW UPGRADED S E RV I C E S I N BO TH T E S T MARK E T S .
DAT E /T IME FRAME
EV ENT /M I L E S TONE
8 / 1 / 2 0 1 5 EMA I L S URV E Y S TO A L L P R E -‐ E X I S T I NG CU S TOMER S I N R E F E R ENC E TO CU S TOMER S E RV I C E
9 / 1 / 2 0 1 5 T ROUB L E SHOOT A L L P ROB L EMS THAT HAV E B E EN EN COUNT ER ED I N T H E T E S T MARK E T S .
1 2 / 1 5 / 2 0 1 5 – 6 WE EK S
MOVE FORWARD TO L AUNCH TH E N EW DVR HD R E C E I V E R S TO COV ER A L L O F C A L I FORN I A , N EW YORK , MA IN E , OH IO , A R I ZONA AND HAWA I I
2 / 1 / 2 0 1 6 – 6 WE EK S
MOVE FORWARD TO L AUNCH TH E N EW DVR HD R E C E I V E R S TO COV ER TH E R E S T O F T H E MARK E T S , WH I CH I N C LUDE T E XA S , N E BRA SKA , M I S SOUR I , WE S T V I RG I N I A , W I S CONS I N A S WE L L A S NORTH AND SOUTH CARO L I NA .
8 / 1 0 / 2 0 1 6 EMA I L S URV E Y S TO A L L N EW CU S TOMER S I N R E F E R ENC E TO TH E N EW DVR HD S Y S T EM .
DAT E /T IME FRAME
EV ENT /M I L E S TONE
9 / 1 / 2 0 1 6 T ROUB L E SHOOT AND SUBM I T “ PA T CH E S ” TO ANY AND A L L I S SU E S CONC ERN ING TH E DVR HD R E C E I V E R S FOR A L L MARK E T S .
1 / 1 / 2 0 1 7 COMP L E T E L Y U P AND RUNN ING
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AppendicesReference the aSached appendices and any supplemental items, such as financial forms and marke=ng materials, which you will be including as reference material.
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hYp://financials.morningstar.com/ra&os/r.html?t=TWC
Morning Star. (2014). Growth, profitability, and financial ratios for Comcast Corp Class A (CMCSK) from Morningstar.com. Retrieved from
hYp://financials.morningstar.com/ra&os/r.html?t=CMCSK®ion=usa&culture=en-‐US&ownerCountry=USA
Morning Star. (2014). Growth, profitability, and financial ratios for AT&T Inc (T) from Morningstar.com. Retrieved from
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Unknown. (2014), TWC, Key Metrics and Competitive Analysis for Time Warner Cable. Wikinvest official website. Retrieved from
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