Charlie Ergen
Analyst · Pivotal
Let me take just a really step back, if I can. It is going to be a long-winded answer, but a year ago we were in a situation where a lot of high senior management had left the company for various reasons and Direct TV, I mean AT&T had just made a change and we had pretty big piracy problem and fraud problem but I hope that we can continue to make the same kind of progress this year as we did last year. What happened was, we ended up with a new set of leaders who stepped up and some people who were already here and we ended up really building a pretty solid management team in the company. And we made significant progress on the piracy and fraud, which has shown up in the churn factors. And we put ourselves in a position to – we had to do a lot of planning and we realized that some of our operation problems were not quick fixes. So the first real thing that Bernie and his team have done, from an operational point in terms of major way really was rolled out the first of February, so whether we get the kind of results we expect to get on an operational side remains to be seen, but we put ourselves in position, so in that sense I like where we're positioned. From a competitive point of view, an industry point of view, I guess I have been befuddled a little bit, Direct TV, who clearly has had this brand, really had a very nice brand position, actually started discounting that brand about two years ago with heavy discounting. They call it – today they say their price is 50% off. But that means their price is double, so the price actually doubles after a year. That is heavy discounting of a brand, and it took us a while to figure out that they had really turned our business more into a commodity by discounting the brand. We never expected somebody who had a leading brand to discount it 50%. So we kept thinking that might change and it didn't. So once we reacted to that, we've always been much better in a commodity kind of business. And so I think there has been some effect, when we say that our ESPN looks the same as the industry's ESPN, that's true. In fact, our quality might be a little better than most people in the industry, but certainly it is not any worse. And in this kind of environment, once TV became a commodity and again that wasn't, we're not the guys that made it a commodity. It really was – I think history will show that Direct TV started making that a commodity a couple years ago. Once we reacted to that, then I think we have gained some momentum. So I like – if this is going to be a commodity business, I like where we're positioned. If it is a branding business, obviously we're not at that level starting with Direct TV today. So but it looks like it is a heavy discounting, gets you in, raise your price later and try to keep you as a customer, discount some more, kind of business right now and we're very comfortable in that environment. Having said that, as we got into it, our ARPU suffered this year, in part because we actually had two discounts going on at the same time. We had a six-month promotion and a 12-month promotion. So they're both going at the same time. So our ARPU is not as bad as it shows up once that six-month promotion rolls off, and I believe, Robert, it rolled off January 1, February 1.