Author： Philip Cameron
Publisher： Westburn Publishers Ltd
ISSN： 1469-347X
Source： The Marketing Review, Vol.7, Iss.4, 2007-12, pp. : 313-323
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Abstract
This case study examines the innovation by BSkyB of the Sky+ product. The history of BSkyB is investigated and Sky+ as a new product development is analysed in terms of the product, particularly in relation to Rogers' criteria for new products. The marketing strategy used to bring Sky+ into the marketplace is described before looking at the result of the product launch. The longer term implications on the strategy of BSkyB are discussed including competition and lessons to be learned from the innovation highlighted.
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