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Comcast Marketing

To connect people to the moments that matter by delivering superior communications experiences customers trust worldwide

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To connect people to the moments that matter by delivering superior communications experiences customers trust worldwide

Strengths

  • INFRASTRUCTURE: Extensive broadband network reaching 60M+ homes
  • CONTENT: Ownership of NBCUniversal provides original content advantage
  • BUNDLING: Strong cross-selling capability across service offerings
  • SCALE: $120B+ annual revenue providing significant market leverage
  • DIVERSITY: Well-balanced revenue streams across multiple segments

Weaknesses

  • REPUTATION: Persistent negative customer perception and low NPS of 42
  • COMPETITION: Losing streaming market share to Netflix, Disney+
  • CHURN: Cable TV subscriber losses accelerating (1.5M+ annually)
  • INNOVATION: Slower adoption of new technologies vs. competitors
  • PRICING: Higher cost structure compared to streaming-only options

Opportunities

  • STREAMING: Peacock platform growth potential (28M paid subscribers)
  • 5G: Wireless network expansion through Xfinity Mobile
  • ENTERPRISE: B2B market expansion for connectivity solutions
  • INTERNATIONAL: Global market entry in underserved regions
  • IOT: Smart home ecosystem integration with existing offerings

Threats

  • CORD-CUTTING: Accelerating transition away from traditional cable
  • REGULATION: Increasing regulatory scrutiny on broadband pricing
  • COMPETITION: Growing telecom convergence with tech companies
  • TECHNOLOGY: Emerging satellite internet threatening wired broadband
  • CONTENT: Rising acquisition costs for premium sports/entertainment

Key Priorities

  • EXPERIENCE: Transform customer experience to improve NPS by 13 points
  • INTEGRATION: Create seamless multi-platform content delivery
  • INNOVATION: Accelerate 5G/IoT offerings to offset cable losses
  • ANALYTICS: Deploy data-driven personalization across all touchpoints
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To connect people to the moments that matter by delivering superior communications experiences customers trust worldwide

DELIGHT CUSTOMERS

Transform the customer experience across all touchpoints

  • NPS IMPROVEMENT: Increase Net Promoter Score from 42 to 48 through service enhancements and pain point elimination
  • PERSONALIZATION: Deploy AI recommendation engine reaching 80% of customers with 40% engagement rate
  • SUPPORT: Reduce customer call resolution time by 35% through AI assistant implementation and process redesign
  • JOURNEY: Create unified cross-platform user experience with single sign-on across 95% of digital properties
SEAMLESS CONTENT

Deliver unified content experiences across all platforms

  • ENGAGEMENT: Increase cross-platform content viewing hours by 22% through integrated discovery experience
  • BUNDLING: Drive 15% conversion rate from single-service to multi-product bundles via targeted campaigns
  • PEACOCK: Achieve 35M paid subscribers through exclusive content and enhanced user experience
  • RETENTION: Decrease streaming subscriber churn from 5.2% to 3.8% monthly through personalization
FUTURE NETWORK

Accelerate next-gen connectivity adoption and innovation

  • 5G GROWTH: Increase Xfinity Mobile subscriber base from 5.8M to 7.5M through expanded marketing efforts
  • IOT ECOSYSTEM: Launch integrated smart home platform with 1.2M connected devices within 90 days
  • ENTERPRISE: Expand B2B connectivity solutions revenue by 18% through focused vertical market campaigns
  • BROADBAND: Deploy 10G network upgrades to 5M additional households while maintaining 45%+ margins
DATA MASTERY

Transform into a data-driven marketing powerhouse

  • UNIFICATION: Complete cross-platform data integration enabling 360° customer view for 90% of base
  • TARGETING: Increase advertising campaign performance by 28% through enhanced data-driven segmentation
  • PREDICTIVE: Implement AI-driven predictive analytics reducing churn by 15% in highest-risk segments
  • TALENT: Upskill 85% of marketing team with data literacy certification and AI tools proficiency
METRICS
  • NET PROMOTER SCORE: 48 by Q4 2025 (13-point improvement from current 42)
  • MULTI-PRODUCT CUSTOMERS: 65% of base subscribes to 2+ services
  • DIGITAL ENGAGEMENT: 78% of customer interactions through digital channels
VALUES
  • Integrity and Respect
  • Innovation and Entrepreneurial Spirit
  • Customer-First Focus
  • Teamwork and Inclusion
  • Community Impact
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Align the learnings

Comcast Marketing Retrospective

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To connect people to the moments that matter by delivering superior communications experiences customers trust worldwide

What Went Well

  • STREAMING: Peacock revenue increased 44% YoY reaching $1.1B quarterly
  • WIRELESS: Added 301,000 net Xfinity Mobile lines in Q1 2023, up 22%
  • BROADBAND: Maintained industry-leading 45% margins in connectivity
  • CONTENT: Strong NBC primetime ratings led broadcast networks in key demos
  • PARKS: Universal theme park revenue set quarterly record at $1.9B

Not So Well

  • VIDEO: Lost 614,000 traditional cable subscribers, exceeding estimates
  • ADVERTISING: 8.4% decline in media segment ad revenue year-over-year
  • PRODUCTION: Film entertainment revenue down 12% due to release timing
  • COSTS: Programming costs increased 7.3% outpacing revenue growth rates
  • COMPETITION: Lost broadband market share to fiber and 5G fixed wireless

Learnings

  • BUNDLING: Multi-service customers show 23% lower churn than single-prod
  • SEGMENTATION: Premium tier offerings driving higher ARPU than expected
  • DIGITAL: Direct-to-consumer channels now producing 31% of all revenue
  • INVESTMENT: Network upgrade ROI exceeding projections in upgraded areas
  • INTERNATIONAL: European growth outpacing domestic in multiple segments

Action Items

  • PERSONALIZATION: Deploy AI-driven content recommendation engine by Q3
  • INTEGRATION: Launch unified cross-platform user experience by Q4 2025
  • RETENTION: Implement predictive churn reduction program targeting -15%
  • EFFICIENCY: Consolidate technology platforms to reduce OpEx by $250M
  • INNOVATION: Accelerate 10G network deployment in 25 additional markets
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To connect people to the moments that matter by delivering superior communications experiences customers trust worldwide

Strengths

  • DATA: Massive customer dataset for AI training and personalization
  • INFRASTRUCTURE: Advanced network capabilities to deploy AI at scale
  • CONTENT: Large media assets for generative AI applications
  • RESOURCES: $7B+ annual technology investment capacity
  • TALENT: Strong technical talent pool across divisions

Weaknesses

  • INTEGRATION: Siloed AI initiatives across business units
  • LEGACY: Technical debt in older systems limiting AI application
  • ADOPTION: Slow internal AI tool implementation and utilization
  • TRANSPARENCY: Limited AI governance and explainability frameworks
  • COMPETITION: Lagging behind tech leaders in AI patent filings

Opportunities

  • PERSONALIZATION: AI-driven content recommendations increasing ARPU
  • SUPPORT: AI chatbots reducing customer service costs by 35%
  • PREDICTIVE: Network maintenance optimization reducing outages
  • ADVERTISING: AI-powered ad targeting across owned platforms
  • CONTENT: Generative AI for cost-effective content production

Threats

  • COMPETITION: Tech giants deploying superior AI customer experiences
  • PRIVACY: Increasing consumer data protection regulations
  • EXPERTISE: Fierce competition for limited AI talent pool
  • DISRUPTION: AI-enabled new market entrants with lower costs
  • SECURITY: Growing sophisticated AI-powered cyber attacks

Key Priorities

  • EXPERIENCE: Deploy unified AI customer experience platform
  • ANALYTICS: Implement cross-platform data unification strategy
  • TALENT: Develop comprehensive AI upskilling program for teams
  • GOVERNANCE: Establish robust AI ethics and governance framework