Bsb vs Sky

2 February 2009

|Prepared by G.E.N.I.us: | George Evangelia Natalia Iakovos |

Understanding the Game

BSB set out to conquer the UK TV world when, back in 1987, they started to give shape and form to the company. They were preparing to enter a market with specific conditions and restrictions. Therefore, they designed their technology and marketing strategies, laid out a rollout plan and started working towards their goal.

Here is a list of issues of paramount importance, that one should address and master, before venturing into the world of strategy, regardless of whether it is business, or not:

1. Understand the game you are playing. Figure out the rules and boundaries (Understanding the Market).

2. Ask yourself why you are about to play and think about whether or not the information that makes the game interesting, is available to others (Defining or Predicting Competition).

3. Identify the Key Success Factor for the Market you are about to enter and make sure it becomes part of your strategy (Knowing What It Takes to Win).

4. Set out a clear strategy and be prepared to change it, based on internal and external stimuli that appear along the way (Commit to Flexibility & Struggle to Develop Foresight).

BSB decided to enter a market at a certain point in time, for a number of reasons. For the sake of this essay we are not going to analyze this strategic decision. Sky, announced their involvement in the same market, thus shaking the still waters that BSB was in. This move, given Murdoch’s activities in the U.S., could have been anticipated by BSB’s management, however it was tragically missed.

Murdoch, on the other hand, besides the clear strategy he had laid out, teamed up with players that were previously involved in the BSB project. Amstrad, a D-MAC supporter and a BSB partner, changed sides towards PAL and Sky, leaving integrity and credibility question marks...