TalkTalk have also released their first quarter financial results and in them they continue their theme over recent times of focusing on monetising their existing base as opposed to aggressive market share growth, although they do continue to target the 'value' (i.e. cheap) end of the broadband market in what acquisition activity they do undertake.
In the quarter their (net) broadband base declined by 13k to a total of 4.066m, but in fact this was their best result for 15 months! From
their investor slides:
The company's drive for profitable growth has led to 92% of their customer base (3.755m) - an all time high - now being on their
LLU unbundled network, to which they added (net) a further 77k customers in the first quarter of the year:
In the quarter TalkTalk unbundled a further 170 exchanges to take their total LLU network coverage to 2,508 BT exchanges. They plan to have 93% coverage (2,700 exchanges) by the end of next year.
Key marketing messages TalkTalk used in the quarter included their headline offer of £3.25 (12 months half price, not including compulsory line rental of course!) for their lower tier broadband package and the continued promotion of
their controversial free 'HomeSafe' network based parental control and content filtering offer, which is a unique selling point in the market at a time when there is plenty of talk about the matter.
320k customers are now using the HomeSafe offering, which makes up less than 8% of the company's customer base - and just one in three are electing to have the content filter applied to their connection. The main reason TalkTalk deployed HomeSafe is, of course, the network expenditure savings from preventing their customers being infected with malware and eating up network resources as their machines spew out traffic.
25% of TalkTalk customers are now on their 'Plus' higher tier broadband package and they are reporting that demand for their fibre (
FTTC, based on the
BT Openreach network) 'boost' faster broadband service remains very low - just 9,000 customers were on this service at the end of the quarter (up from 5k the previous quarter), which is indicative of their highly price sensitive customer base.
The company also updated on their customer service improvements, stating key figures:
- 31% call reduction within a year
- 36% reduction in complaints to Ofcom
- 76% of customer queries now resolved first time
- >70% of total customer contacts now online - compared to around 65% last year
In other interesting snippets the company revealed an average of 7 devices are connected to their customers' home networks each month, showing a future where the performance and reliability of wireless networks will be even more vital than they are today.
TalkTalk also revealed that the
YouView connected TV service will launch in Q3 this year (a big 'above the line' marketing push will come from September) and that it will gradually ramp up to ensure a good customer experience.
TalkTalk's press release can be found
here and their accompanying investor slides
here [both PDFs].