DSTV Goes For Broke


One of the most realistic sales team in Nigeria is DSTV/Multichoice. The company knows when to focus, tweak its strategies to get something out of nothing and go for broke if it will change something.

In the midst of complaints and whining about Nigeria’s economic lull, DSTV is not looking back. In April, the company had jail-broken its decoders allowing its subscribers access to all channels irrespective of their bouquet.

They say desperate times deserves desperate measures. To salvage its sales numbers, the company has taken a deep cut into its pricing. A zapper decoder, a dish and a full month compact subscription is now offered for juts NGN9,200 only. This is rather unbelievable for many people who know DSTV for what it stands for.

In essence, DSTV is giving its platform for free for any new customer considering the fact that a typical Compact bouquet go for NGN6,000 per month, the zapper decoder and dish used to go for NGN27,500.

DSTV is introducing the new proposition at a good time as the English Premier League and Rio Olypics. The plan is to rally non-subscribers to give the payTV company a try.

There is no need for analysis of paralysis, DSTV has seen the handwriting on the wall. The economic turmoil makes a payTV a luxury to many working class Nigerians whose livelihood is under an attack from the worst inflation (16.5%) in 20 years.

One of the challenge ahead for DSTV is that it will still need to cut down its subscription rate should its monthly active subscribers continue to crash. The company might also be fighting itself by demarketing GoTV, its mass market brand.

In the coming weeks, the company will have to evaluates its latest approach. It will be interesting to see the result.


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