Jarod Davis Final Presentation

Hopper Education and Engagement

Jarod R. DavisRetention

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Jarod R. Davis

2016 DISH Network – Confidential DO NOT DISTRIBUTE

University of Missouri

Finance and Banking major

Past three summers in CO

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Agenda


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ProblemDISH Anywhere overviewMarket researchEducation emailRecommendations

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Problem

Hopper customers aren’t taking advantage of their advanced features. If they aren’t using the

additional capabilities, we risk them churning at a higher rate


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Churn

• Subscribers using DISH Anywhere (DANY) churn less than our best Hopper customers


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Hopper Awareness• At least 40% of Hopper 2 and 3 customers

are unaware or don’t understand the capabilities of the following features


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From a 2015 survey taken by ~600 customers with less than 3 months tenure.

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DISH Anywhere ARPU

DANY from 03/15, Hopper + non-Hopper from 4Q14, Company from 1Q15DANY from Data Warehouse, Hopper + non-Hopper from 2014 Hopper NPVs, Company from 2Q15 Report

$110.27 $107.86Customers that use DISH

Anywhere Hopper Customers $82.94Non-Hopper Customers

Company: $87.91


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DISH Anywhere Profile


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• DANY users have higher credit score on average

• Provide greater revenues by subscribing to higher packages

customer profile (%) - may 2016DISH Anywhere

avg dish sub DANY

avg credit score 653 674

avg tenure 71 58

programming aep 2% 4%at250 20% 31%at200 28% 36%at120 plus 6% 6%at120 15% 10%smart pack 4% 1%welcome pack 5% 1%other 20% 12%gm total 100% 100%

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Who Can Watch DISH Anywhere

• 3.1M set-top boxes are connected to the internet

– ~29% actively use DANY (varies seasonally)


Seasonal ViewingJanuary-June 2016 Top 5 June 2016 Top 51. Fox News 1. Fox News2. ESPN 2. ESPN3. CNN 3. CNN4. TNT 4. Fox Sports 15. TBS 5. MSNBC

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DISH Anywhere Viewership


• Live TV is the most common form of watching• Android and Apple mobile devices watch the most

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Based on June 2016 usage

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Competitors


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• DISH Anywhere provides the most capabilities within the app

DISH Anywhere DIRECTV EverywhereXFINITY TV

Go

Watch live TV x x xAccess to all your recordings x Only with GenieGO xAccess to On-Demand content x x xRecording from mobile device x x xAccess to all of your subscribed channels xTransfer DVR recordings to mobile device x Only with GenieGO xNo extra cost x x xWiFi/3G/4G x x* x

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Customer Reviews


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Market Research

• Goal: – Understand usage of Hopper features

• Strategy:– Quantitative feedback▪Customer survey

– Qualitative feedback▪Customer roundtable

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Customer Survey• Goal

– Understand awareness and usage of Hopper features and apps▪Autohop, DISH Anywhere, Gamefinder, and PrimeTime

Anytime

• Who we surveyed– 2,000 Existing Hopper 2 and 3 customers– 2+ temp star– IP connected


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Customer Survey – Awareness • Awareness for DANY is high, but majority do not use

it


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Customer Survey – DISH Anywhere Usage• Most DISH Anywhere usage occurs while at home or

traveling


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Customer Survey – DISH Anywhere Usage• Cell phones and tablets are most commonly used for

DANY


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Favorite Features


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Results from July 2016 DANY survey

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Customer Roundtable• Goal

– Determine general awareness of DANY, Netflix, and other Hopper features

– Understand why customers don’t use DANY, Netflix, and other Hopper features

• Who we talked to – 16 existing Hopper 2 and 3 customers– 2+ temp star– IP connected– No DANY usage in May 2016


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Customer Roundtable – Takeaways• 16 customers participated

– Majority were aware of DANY (11/16)– 6 had used DANY▪3 used on average every 1-2 weeks

– Mostly while traveling

▪3 only used 1-2 times ever

“I travel all of the time, but I don’t understand how it works”

“DISH Anywhere saved my life while I was stuck at the mall during the World Series”


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Customer Roundtable – Takeaways• All customers wanted some form of education on

hopper features– 11 wanted via on-demand tutorial videos▪6 were fine with having it on their DVR▪5 didn’t want it taking up DVR space

– 10 wanted via email – 3 wanted via pamphlet


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Hopper Feature Education & Engagement• Goal:

– Increase the customer’s perceived value of the Hopper through education of features and apps

• Strategy:– Market DANY’s top features through email to encourage

engagement– Link to MyDISH instructions to improve user experience


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DISH Anywhere Email


• Who we sent it to– 54,423 existing Hopper 2 and 3 customers– 2+ temp star – IP connected– Do not have dishNET– Excluded Tribune DMA’s

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DISH Anywhere Email


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DISH Anywhere Email Results


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DANY Email

•21% open rate

•2.1% click through rate

•1.6% logged into DANY in the three days following the email

Company average

•26% open rate

•1.8% click through

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Recommendations• Problem:

– Hopper customers aren’t taking advantage of their advanced features. If they aren’t using the additional capabilities, we risk them churning at a higher rate

• Recommended solution:– Proactively educate customers on different features their

Hopper has periodically after upgrading– Tutorial videos for top features On-Demand – Educational email on a “Feature of the month”

– DANY– Netflix– Gamefinder (seasonal)


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Thanks


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Hopper Education and Engagement

Jarod R. DavisRetention

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Customer Survey


Survey Questions

Customer Criteria: Hopper 2 and 3, not do not email, 2+ temp star, IP connected

Are you or someone in your household currently a DISH TV subscriber? (kick out of survey if they answer no)

Yes No

Is your Hopper DVR connected to the internet? (kick out of survey if they answer no)

Yes No Not sure

DISH Anywhere is DISH's subscriber-only streaming video service that allows you to watch 100% of your live and recorded tv on a mobile device. Are you aware that this feature is available to you?

Aware and use Aware but do not use Not aware

What devices do you or someone in your household use for DISH Anywhere? (select all that apply) (Ask only if checked they use DISH Anywhere)

Cell phone Tablet Laptop Desktop

Where do you use DISH Anywhere? (select all that apply)

Home Traveling Gym

Bar Work Other

Who in your household uses DISH Anywhere? (select all that apply)

Myself Spouse Children

Grandchildren Friends Other

Rank your top 3 features on DISH Anywhere (Have numbers 1-3 by each feature)

Recording from your mobile device Transferring DVR recordings to your device Setting your favorite sports teams Watching On Demand content

Watching live TV Access to all of your recordings Setting your favorites list

Do you or someone in your household have access to watch Netflix?(Skip to last question if they answer no)

Yes No

What devices do you watch Netflix on? (Select all that apply) (Ask only if checked they use Netflix)

DISH Hopper Phone Tablet Laptop Roku

Chromecast Xbox Playstation Smart TV other

Who in your household watches Netflix? (select all that apply)

Myself Spouse Children

Grandchildren Other

Are you aware that the following features are available to you on your Hopper DVR?(Answers by each feature: Aware and use--Aware but never use--Not aware)

Autohop - allows viewers to watch some programming without commercials (Description of feature by each)

Gamefinder - gives you up-to-the-minute box scores and lets you tune-in to live events or schedule recordings for upcoming games

PrimeTime Anytime - lets you record every primetime show on ABC, CBS, NBC and Fox

Would you be interested to learn about these features?

Yes, via email Yes, via mail Yes, via commercial Yes, via website No

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Customer Roundtable Outline


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Hopper Revenue


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Hopper Upgrade Fees


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Jarod Davis Final Presentation

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Transcript of Jarod Davis Final Presentation