The telecommunications and television markets in the UK have consolidated in recent years and are now dominated by four main providers: BT, Virgin Media, TalkTalk, and Sky. These providers have seen success by offering bundled "triple-play" services of broadband, telephone, and television. New entrants like YouView are aiming to reduce customer churn by offering similar bundled services integrated with broadband. Overall, increased bundling and convergence between telecoms and television is reducing churn across the sector and shifting competition to focus more on quality and value-added services rather than price alone.

1. A Winning Partnership
Cirricom Limited 1

2. Cirricom Limited 2
UK Telecoms & TV
June 2012

3. 1. The Market
• Substantial consolidation has taken place over the last five years and
the market is now dominated by four main service providers BT, Virgin
Media, TalkTalk and Sky. The market is split equally into those that have
the majority of their customer with double-play (fixed-line & broadband)
or triple-play (fixed-line, broadband & TV) services.
• With broadband subscriptions standing at 20.9M or 80% penetration the
market is mature and with nowhere else to go has begun to evolve
around new and converged services.
UK Broadband Market 2005 UK Broadband Market May, 2012
Other
16%
BT
23%
NTL
18%Telewest
10%
TalkTalk
1%
AOL
12%
Pipex
2%
Tiscali
9%
Orange
9%
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BT
31%
Virgin Media
20%
TalkTalk
20%
Sky
20%
O2
3%
Other
6%
Source: Cirricom/Operators Source: Cirricom/Operators

4. 2. Market Movement
• Churn and up-sell opportunities favour triple-play and Superfast broadband
> 30Mbps providers.
• BT and Sky continue to dominate the net adds in the market, together
adding 98% of total net adds this quarter versus 107% in Q3.
* Actual reported results show a +50k delta from the trend.
4
BT
Virgin
Media
TalkTalk Sky
Everything
Everywhere
Telefonica
02
Other
Q2 2012 136,000 46,000 -13,000 212,000 0 -3,000 -24,000
-50,000
50,000
150,000
Net Adds Q4 2011/12
BT
Virgin
Media
TalkTalk Sky
Everything
Everywhere
Telefonica
02
Other
Q1 2012 146,000 30,000 -43,000 166,000 0 -5,000 -2,000
-50,000
50,000
150,000
Net Adds Q3 2011/12
Source: Cirricom/Operators
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5. 3. Why now?
• Over the last four years there has been a marked increase in convergence of the
television and telecoms sectors, driven principally though bundled offerings from
Sky, BT and Virgin Media, that today accounts for more than 30% of households.
• This coupled with the widespread availability of Over the Top (OTT) content and
the rapid take-up of internet connected Smart TV’s, set top boxes, DVD/BluRay
Players, game consoles and general consumer awareness is creating new
opportunities for operators.
• Superfast broadband will further enabling the delivery of HD, 3D and multi-room
services.
Source: Ofcom/Operators
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6. 4. What’s driving it?
• Traditional pay-TV operators up-selling fixed-line and broadband to their bases
as well as video-on-demand service improvements such as Virgin Media's TiVo
middleware upgrade, Sky's launch of Sky Anytime+.
• Traditional fixed-line and broadband operators up-selling hybrid TV services
such as BT Vision.
• YouView, due to complete late 2012, creating the standard platform on which
broadband-enabled, Smart TVs and Set Top Boxes will be launched.
• Increasing availability and improvements to alternative video-on-demand
devices such as Smart TVs, Mobile Phones, Tablets & Game Consoles
• Further distribution of Sky Sports 1&2 now available to resellers on regulated
wholesale terms and Sky’s to be launched Now TV pay-as-you-go service.
• Customer awareness of OTT and changing viewing habits favouring on-demand
and catch-up TV with content from domestic broadcasters available for free.
• Superfast broadband > 30Mbps availability to 48% of UK households today from
Virgin Media and to 67% by 2015 from BT enables content delivery.
• Digital switchover (on going and due to complete at then end of 2012).
• Continued growth of on-line media and gaming services such as LOVEFiLM,
Netflix, Hulu, Onlive, Spotify, Zynga and Playfish.
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7. 5. Why is this important?
• The two sectors telecoms and
televisions represent £40bn
and £10bn of annual turnover
in the UK respectively, or £62
(telecoms) and £27 (television)
monthly household spend.
• The convergence of these two
sectors creates the opportunity
to reverse the recent trend of -
2% annual decline in consumer
household communications
spending, stabilising or even
growing over the medium-term.
• This will reduce direct pricing
comparisons and reduce churn
thereby acting both to stimulate
price repair and enable lower
SAC in the medium term,
increasing revenue and
margins.
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8. • The customer’s main selection criteria is generally driven by price then
convenience followed by the quality of the service, with premium end
content such as Premiership Football, HD/3D and Superfast broadband
speeds > 30Mbps being key differentiators.
• Current double-play pricing is almost identical and the trend (line rental)
is upwards. Therefore convenience and service favours triple-play and
bundling.
6. What do customers think?
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9. 7. Where is the value?
• Keeping customers is where the immediate value is for most of the traditional fixed-line
operators, although revenue generating opportunities do exist and given time and the right
regulatory environment competitive services and content offerings can be developed such
as:
– Superfast broadband: favours operators that own their own network or where regulation enforces a cost plus
approach to wholesale pricing.
– Application services: opportunities exist for services such as AV/Email security, web filtering, online storage,
photo-sharing, gambling, desktop support & information services.
– Hybrid-OTT: favoured by fixed-line operators that leverage Freeview channels and OTT content such as BBC
iPlayer with additional content delivered over IP networks.
– Download-to-own: consumers pay a fee to download a permanent copy of a programme, film, music or book such
as iTunes, Amazon and Google Play.
– Subscription: consumers pay a monthly fee to allow them to download or stream content, such as LOVEFiLM &
Netflix, Now TV and Spotify.
– Free-to-view: advertising-supported free-to-view content, such as provided on ITV Player, 4OD and Five or
services like blinkbox, MSN Video Player etc…
– Free wifi: wireless access like that offered by BT through Openzones/FON or Sky via The Cloud.
• Operators see increased margin from line rental increases of 20% coupled with a LLU cost
reduction of 4.5% (further price reduction by RPI-5.9% in 2013).
• Pay-TV operators see revenue increase from voice and broadband services coupled with
increased stickiness and therefore reduced churn.
• Cross-selling mobile phone services or wifi access is an opportunity to offer total
connectivity thereby increasing the value and convenience to the customer.
• Cross-subsidy allows the option of reducing price in order to gain market share.
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10. 8. Up-sell/Cross-sell
Opportunity
• BT and Virgin Media have a clear advantage when up-selling and cross-selling Superfast
broadband as these services are delivered over their own networks.
• Virgin Media is the price leader in Superfast broadband but BT also wholesales Superfast
broadband through Openreach at an additional cost to current LLU charge that starts from
£6.90 per month.
• With the strongest TV offering Sky has been very successful in cross-selling broadband
and voice services to its 10M TV subscribers.
• BT’s TV service BT Vision has around 700K customer and having recently secured 38
Premiership football matches at a cost of £246m per season will launch (and offer on
wholesale terms) a football focused TV channel.
• TalkTalk will struggle to increase margin on Superfast broadband or YouView given its
price sensitive customer base and the limited amount of paid-for content in the current
YouView service.
• Overall BT, Sky and Virgin Media are well placed to up-sell and cross-sell services with all
three benefiting from the ability to cross-subsidies.
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ServiceProvider SuperFast Broadband Entertainment Service Incremental Revenue
BT Retail &OpenreachRevenue BTVision Up-sell/Cross-sell Opportunity
Virgin Media Retail Revenue(OwnNetwork) VirginTV Up-sell/Cross-sell Opportunity
Sky Additional OpenreachCharge SkyTV Up-sell/Cross-subsidyOpportunity
TalkTalk Additional OpenreachCharge YouView PriceSensitiveCustomers&FreeContent Limit Opportunity
4
3
2
1
2
3
4
1
3
32
231
Opportunity Matrix
Source: Cirricom/Operators

11. 9. Customer Lifecycle
• As can bee seen on the right,
double-play services are typified
by a large SAC cash outflow at the
beginning of the customer
relationship, followed by high
gross margin revenues thereafter.
• The economics are far superior
when keeping a pre-existing
customer, as opposed to losing
one and gaining a new subscriber.
• Up-selling Superfast broadband or
TV services (contract renewal for
18 months) to an existing
customer increases the customer
lifetime value, even though
profitability is impacted at the time,
as can bee seen on the right.
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-£150
-£100
-£50
£0
£50
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29
Double-play Revenue Lifecycle
Double-play
Revenue
-£150
-£100
-£50
£0
£50
£100
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29
Triple-play or Superfast Impact on Revenue
Lifecycle
Double-play
Revenue
Triple-play
Superfast
Revenue
Initial SAC
Triple-play or Superfast SAC
Line Rental Price Increase Customer Leaves
Content or Speed upsell
Customer Renewal
Source: Cirricom/Operators

12. 10. Complaints to Ofcom
• Voice: Ofcom received the most
complaints over the last three months
from customers of TalkTalk Group, with
2,928 complaints. The least complained
about provider in the same period was
Virgin Media, with 664 complaints.
• Broadband: As in previous quarters, the
data shows TalkTalk was proportionally
the most complained about broadband
provider in the period, generating 2,277
complaints over the quarter. Sky’s
broadband service attracted fewest with
579 complaints.
• TV: Proportionally Ofcom received the
most complaints about BT Vision, with
189 complaints. The figures for Virgin
Media and Sky were 263 and 308
respectively.
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Source: Cirricom based on Ofcom data and Operator subscriber figures
Ofcom Complaints TV Q4 2011 Q1 2012 Subscribers
Sky 312 308 10,268,000
BT 266 189 700,000
Virgin 301 263 3,760,000
TalkTalk 0 0 0
Ofcom Complaints Broadband Q4 2011 Q1 2012 Subscribers
Sky 657 579 3,863,000
BT 2,512 2,386 6,280,000
Virgin 747 706 4,152,000
TalkTalk 2,291 2,103 3,756,000
Ofcom Complaints Voice Q4 2011 Q1 2012 Subscribers
Sky 870 689 3,627,000
BT 2,584 2,696 11,233,000
Virgin 747 664 4,148,000
TalkTalk 3,171 2,928 4,066,000

13. 11. BT Openreach LLU/GEA
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14. 12. YouView Impact
• YouView offers a linear Electronic Programming Guide (EPG) integrated with VoD content,
provided through broadband from the likes of LOVEFiLM and Netflix. Many smart-TVs,
games consoles, and other set top boxes offer this capability today.
• YouView’s value-add is aggregating content from multiple portals onto the one platform.
This scale distribution is attractive to content owners, with 300 having expressed interest,
and STV and BSkyB’s new NOW TV among the first to go live this Summer.
• The key benefit for the content providers is a scale platform through which to deliver their
content. VoD from ITV, C4 and C5 will includes adverts.
• BT and TalkTalk customers will have a branded user interface with additional content
available in a separate portal. BT customers will be able to access content currently
available through their Vision service.
• For BT and TalkTalk YouView will be used as a churn reduction tool, a driver of broadband
adoption into the last 20% of UK homes, and as a broadband up-sell opportunity to faster
speeds and large data limits.
• In the short to medium term YouView will not be a major disruptive factor to pay-TV
providers such as Sky & Virgin Media, as ultimately content remains king.
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15. 13. 4G Spectrum Ofcom
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16. 14. SWOT Analysis
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Source: Cirricom

17. Netflix launch in
UK
LOVEFiLM
announces 2M
subscribers
Sky announces
Now TV
BT secures the
rights to 38
Premier League
matches for
£750M
YouView to
finally launch
after the
Olympics
Smart TV
account for
more than 30%
of TV sales
2012
YouView launch
delayed to 2012
BT Vision
announce 600K
subscribers
Amazon buys
LOVEFilm
NetFlix
announces UK
launch
Apple
announces TV
launch
Google
announces
launch
60% of UK
consume catch-
up TV
2011
Launch of BT
Infinity
Virgin Media
launch TiVO
Sky launch
Anytime +
Arqiva joins
Project Canvas
BT secures
access to Sky
Sports 1 & 2
Project Canvas
rebranded
YouView
LOVEFilm
launch
streaming
service
2010
TalkTalk buys
Tiscali
Channel4
consolidates
4OD & catch-up
TalkTalk
Channel4, Five
& TalkTalk join
Project Canvas
Virgin Media
launch DOCSIS
3.0 Superfast
broadband
2009
iTV Player
Launch
Channel4
Streaming
catch-up
Sky Player
Launch
Play TV DTT
Launch PS3
iPlayer on Wii
BBC, ITV & BT
launch Project
Canvas
2008
Digital switch
over begins
Launch of Apple
TV
iPlayer Launch
Tiscali buys
Pipex
2007
Launch of BT
Vision
Launch of Sky
Broadband
Tiscali buys
Homechoice
Pipex buys
Bulldog
2006
15. The Timeline
• Below, is a timeline of key events insofar as the progress towards
telecoms/TV convergence in the UK.
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Source: Cirricom

18. 16. Where is this going?
• Sky has had considerable success pushing triple-play bundles to 32% of
subscribers, growing its base organically to over 18% market share in just four
years. Proposition leading with sports and entertainment content and with the
launch of Now TV driving outside of its traditional satellite market and into the
pay-as-you-go arena.
• Virgin Media is now making headway with over 68% of customers on a triple-
play service and 15% on quad-play, coupled with the lowest price for Superfast
broadband.
• BT is in a very strong position offering Superfast broadband ‘Infinity’ over it
network and will continue to promote BT Vision which more than 10% of
customers subscribe to with an aggressive pricing and bundling strategy. It has
recently secured the rights over the next 3 years to 38 Premier League matches
at a cost of £738M which should help drive demand. Distribution agreements
with Sky and Virgin Media will add to revenue.
• TalkTalk continues to offer the most aggressively priced broadband while
managing to improve EBITDA to 25% from 20%. This should improve by 5%
with expected LLU price reductions in 2013.
• YouView launching in the next quarter will bring broadband connectivity to the
television, enabling easier video-on-demand and interactive services on the TV.
• Smart TV and OTT services driving demand for Superfast broadband.
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19. 17. What does this mean?
• Increased convergence and bundling is reducing churn across the sector,
making any market share losses occur slowly. Increased bundling is also shifting
competition more to quality and service, rather than price.
• The main motivation for YouView and hybrid TV entrants when launched will be
to reduce churn of existing broadband customers, with the key target market
being current Freeview customers.
• It is services, not the technology, that creates the medium term opportunities.
Introducing new services such as OTT (either “free” or pay) to further
differentiate from the competition pushes comparison even more towards
service and quality, and away from price.
• Offering competitive Superfast broadband > 30Mbps will be a differentiator and
service enabler. Although currently Superfast broadband is more of an upsell
opportunity than a reason to change provider.
• STBs & Smart TVs coupled with Internet OTT services might disintermediate
operators as has been seen in the US.
• Convergence with mobile services will become more important as adoption of
mobile PDA and tablet devices become commonplace an example would be
Free’s introduction of a mobile offering in France resulting in 2.6M subscriptions
in less than 6 months.
• Consumers will want to share information with multiple devices, through different
networks and in varied formats.
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20. UK Hardware Opportunities
June 2012
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21. 0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
16,000,000
18,000,000
2011 2012 2013 2014 2015 2016 2017 2018
ADSL2+
VDSL2
DOCSIS 3
GPON
LTE
1. Access Market
• The aggressive rollout of Superfast VDSL2, DOCSIS 3.0, GPON and
pending LTE access networks, coupled with the development and growth of
IP enabled OTT entertainment services as creating opportunities for the
sale of new access technologies and products.
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1. ADSL2+ routers and
Gateways with wireless
802.11n driving demand in
the low to middle market.
2. Operators pushing Superfast
broadband to customers with
VDSL2 bridges/routers &
GPON ONTs at the High-end.
3. Mobile operators pushing
LTE mobile broadband
services as an alternative to
fixed-line from 2013 onwards
(number reflects LTE
modems/routers and not
handsets).
Source: Cirricom/Operators
Access Technologies

22. • With a growing number of neighbouring wireless network and an ever
increasing number of wireless enabled devices sharing frequency, coupled
with range and interference issue, Powerline makes for a fast, reliable and
complimentary alternative Home Networking technology to enable fast
connectivity and HD content delivery within the home.
2. Powerline Market
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1. 1Gbit, 500Mbit & 200Mbit
versions available enable
HD, 3D and Multi-room
IPTV propositions as well
as Superfast connectivity.
2. Multiple chipset suppliers
offer choice and
aggressive pricing.
3. Simple install keeps
support costs down and
improves customer
experience compared with
wireless alternatives. Source: Cirricom/Operators
Powerline Growth

23. 3. Set Top Box Market
A number of factors are driving the Set
Top Box market in UK homes.
1. Take-up of catch-up TV from BBC,
ITV, Channel 4, Channel , Sky and
Virgin Media which grew by a third, to
60% of internet users in Q4 2011.
2. The arrival of services such as
LOVEFiLM, Netflix and Spotify. Netflix
alone accounts for more than 29% of
all IP traffic in the US.
3. Digital Switchover forcing customers
to upgrade equipment.
4. Fixed-line operators and broadcasters
delivering additional content over IP
networks: BT Vision, Sky Anytime+,
Virgin TiVo, TalkTalk TV, YouView,
Now TV.
5. Customer base with legacy TV
technology that does not support OTT.
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24. 4. Current Opportunities
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Source: Cirricom/Operators
£36,000,000.00, 25%
£19,120,000.00, 13%
£18,000,000.00, 13%
£16,905,000.00, 12%
£15,200,000.00, 11%
£12,800,000.00, 9%
£7,505,000.00, 5%
£5,915,250.00, 4%
£2,400,000.00, 2%
£2,520,000.00, 2%
£2,250,000.00, 2%
£1,470,000.00, 1%
£960,000.00, 1% £750,000.00, 1%
£600,000.00, 0%
£480,000.00, 0%
£115,000.00, 0%
STB OTT, DVB/T2, PVR (YouView,
Vision)
ADSL2, 4x10/100 Port, 2x2 11n
VDSL2, 2x100/1000 Port Bridge
PLC, 1x10/100 Port, Pass-through,
200Mb
ADSL2, 2x100/1000, 3x10/100 Port 2x2
11n
DOCSIS 3.0, 4x100/1000 Port, 2.4 &
5Ghz 11n
Gateway 2x100/1000, 3x10/100 Port 2x2
11n
GPON, 2x100/1000 Port ONT
STB OTT
PLC, 1x10/100 Port, 2x2 11n, 200Mb
PLC, 3x10/100 Port, 200Mb
VDSL2, 4x10/100 Port, 2x2 11n
VDSL2 Bonded, 4x10/100 Port, 2x2 11n
ADSL2 Bonded, 4x10/100Port, 2x2 11n
STB OTT, DVB/T2
GPON, 4x100/1000 Port, 2x2 11n
ADSL2, 4x10/100 Port, 2x2 11n, 2FXS,
FX0

25. 5. Current Technology Spend
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£39,000,000.00, 33%
£35,185,000.00, 29%
£20,800,500.00, 17%
£20,430,000.00, 17%
£4,935,000.00, 4%
STB
ADSL2+
PLC
VDSL2
GPON
Source: Cirricom/Operators

26. The End
About Cirricom
Cirricom offers a range of services in the telecommunications and software sector specialising
in strategy, sales, product development, marketing and procurement. The company's multi-
disciplinary team are highly respected within industry and trusted by both operators and
suppliers to identify requirements, appropriate technologies and application software,
delivering solutions on time and to budget.
About Jonathan Lishawa
Jonathan is the Managing Director of Cirricom. Before founding Cirricom Jonathan was a
Managing Director of Comtrend in Europe contributing more than £120M towards group
revenue.
Prior to joining Comtrend he was the Commercial Director at C&W leading the negotiation of
wholesale agreements worth more than £250M with Tiscali, Virgin Media and Tesco Telecom.
Previously Jonathan was Head of Product Development for Bulldog Broadband managing the
development of products & services sold to more than 250k customers.
Jonathan has advised the UK Government, Ofcom, France Telecom, JPMorgan and Lehman
Brothers as well as providing investment due diligence for Ziff Brothers Investments, Bernstein
Investment, the Royal Bank of Scotland, Barclays Private Equity, Reliance Capital and Polunin
Capital Management.
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