The launch of BT Sport

When BT made the decision to invest over £900m to invest in the launch of BT Sport they asked us to work closely with their senior management team to help ensure that they received a real return on their investment. Basis were involved throughout the development process, from early qualitative input to help shape the launch proposition and comms through to a number of market sizing studies which helped size the scale of the opportunity, informed pricing and gave clarity as to where customers would be drawn from. This was a very high profile workstream and the Basis team had regular working sessions with board level stakeholders. BT Sport has achieved notable success in adding new broadband subscribers and driving profitability.

We also work on a large scale study which measures customer flows within the broadband, voice and TV markets. We conduct 25,000 interviews per quarter to understand who’s coming in and out of the market and the competitive dynamics at play. This study is judged to have real commercial significance and we have reported at CEO level.

Michael Chan