TITLE

Recalling a Year of Pricing Expensively

AUTHOR(S)
Gibbons, Kent
PUB. DATE
August 2006
SOURCE
Multichannel News;8/21/2006, Vol. 27 Issue 33, p22
SOURCE TYPE
Periodical
DOC. TYPE
Editorial
ABSTRACT
The article discusses the marketing strategy employed by Continental Cablevision Inc. Continental's Highway 1 service was priced for $49.95 which was about $10 or $15 more than the other pioneers designed to last about a year. Marketing executive Bruce Leichtman described their strategy as classic skimming. He further states that it helped establish that people would pay a cable company $40 or even $50 for higher-speed data connections at a time when more than half of consumers were not even going online.
ACCESSION #
22029263

 

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