Comcast Exec: We Need To Change Customer Behavior, Not Our Business Model
from the good-luck,-buddy dept
Brooks writes “Speaking at a cable broadcaster’s summit, Steve Burke, Comcast’s COO, said: “An entire generation is growing up, if we don’t figure out how to change that behavior so it respects copyright and subscription revenue on the part of distributors, we’re going to wake up and see cord cutting.” How’s that for cart before the horse?
His ultimate goal — to maintain or increase revenue for Comcast — makes perfect sense, and is positively what a cable COO should be focused on. From there on out, though, he’s off in the weeds. How about offering this new generation new and innovative services that are worth paying for? That’s challenging, of course… but how challenging will it be to change the next generation’s behavior “to respect subscription revenue.” Yikes.
How many consumers, in any market, are focused on “respecting” vendors’ revenue streams? How, exactly, does he propose to effect this sea change? And why not just develop products that consumers will willingly pay for, rather than trying to change consumer behavior in such a fundamental way?”
The quotes really are quite stunning. Burke basically seems to be saying the focus needs to be on figuring out ways to get consumers to change, rather than changing to match what customers want. A business model based on going against what consumers want doesn’t seem likely to last that long.