ONO looks to attract TiVo subs with free trials

Spanish cable operators ONO is moving ahead with plans to allow its customers to take its TiVo advanced TV service free of charge for a trial period in order to encourage take-up, according to CEO Rosalía Portela.

Portela told DTVE at Cable Congress this week that ONO had changed to focus of its marketing of TiVo since its launch. She said it took a while to communicate the advantages of the platform. “The best tool is to have them try it. We are now making a lot of effort to let them try it and buy it later on,” she said.

ONO is moving rapidly to focus on its TiVo offer as the core of its TV services, Portela told DTVE in a video interview at Cable Congress. She said ONO would increasingly look to attract high-value customers with a range of products, including mobile services.

“We have always stated that ONO is looking for high quality customers, and that means multiple play…and now that also means mobile,” she said. She said bundling would deliver higher value, but not necessarily higher prices.
ONO has come under pressure to keep prices low from competitors, especially Telefónica, which launched its low cost Movistar Fusión service last year.

“The telco industry in Spain is in a deflationary situation. We have made important improvements in productivity and this has allowed us to reduce prices, especially on the lower tier products, and at the same time launch premium services,” said Portela.