1. By: Jennifer Reed
and Bradley Martindale
http://www.wptv.com/money/consumer/time-warner-cable-cbs-fee-dispute-threatens-blackout-for-customers-in-three-major-cities
Wednesday, May 21, 14

2. Execu&ve
SummaryBack
in
the
early
1920’s
Henry
Luce
and
Briton
Haden
formed
Time
Inc
and
around
that
same
=me
4
of
the
Warner
brothers
created
Warner
Bros.
Entertainment.
In
late
1989
the
2
merged
to
become
the
largest
media
empire
in
the
world.
(Saporito,
1989)
Time
Warner
Inc.
overall
strategy
is
to
become
=tleholder
of
the
cable,
television
and
web
outlets
by
opera=ng
and
distribu=ng
all
media
content.
(Roberts,
2000)
Today,
Time
Warner
Inc.
is
made
up
of
several
different
divisions
including
America
Online,
Home
Box
Office,
Turner
Broadcas=ng
as
well
as
many
publica=ons.
(GosseS,
2012)
Time
Warner
Cable
in
an
interna=onal
name,
however
their
cable,
internet,
phone
and
home
security
only
covers
several
large
markets
across
the
na=on.
Upgrading
Time
Warner’s
DVR
program
is
the
main
focal
point
of
this
discussion.
DVR
services
are
very
important
to
television
users
because
it
makes
it
easier
for
users
to
record
and
keep
up
with
their
favorite
television
programs
on
the
go.
The
defect
in
the
DVR
service
at
Time
Warner
prohibits
users
from
recording
their
shows
for
an
extended
recording
period
if
the
show
exceeds
it’s
on-­‐air
playing
=me.
Our
main
objec=ve
is
to
find
a
solu=on
to
this
problem
so
that
Time
Warner
cable
users
have
the
op=on
to
extend
recording
=mes
of
their
favorite
shows
if
necessary.
There
are
many
different
ways
to
incorporate
this
extended
recording
op&on
into
the
cable
service.
One
method
would
be
to
sell
50
percentage
of
the
Time
Warner
cable
brand
to
it’s
compe&tor
Comcast
and
let
representa&ves
of
Comcast
deal
with
the
headaches
of
installing
an
appropriate
DVR
to
their
systems
program.
Comcast
was
chosen
because
the
company
has
already
made
plans
to
buyout
the
Time
Warner
cable
brand
and
Comcast
cable
service
already
provides
extended
recording
&me
for
shows,
with
their
DVR
service
(Halleck,
2014).
Finally,
Time
Warner’s
customer
service
has
been
an
on
going
decades.
In
2013
alone
American
Customer
Service
Sa&sfac&on
Index,
who
surveys
roughly
70,000
customers
annually,
ranked
Time
Warner
at
the
second
to
the
worst
in
customer
service.
The
number
1
worst
is
Time
Warner’s
top
compe&tor
and
poten&al
merger
Comcast.
MSN
Money
as
also
placed
Time
Warner
in
their
Hall
of
Shame.
(Zara,
2014)
With
customer
service
taking
a
backseat
to
technology,
Time
Warner
may
s&ll
fail
which
is
why
we
have
incorporated
customer
service
into
this
proposal.
http://aurorasginjoint.com/2012/09/01/the-culture-at-
warner-bros/
http://bztv.typepad.com/instanthistory/2006/03/time_magazine_f.html
Wednesday, May 21, 14

3. http://whittakerchambers.org/articles/reviews/
http://www.designntrend.com/articles/10323/20140122/hbo-doesnt-mind-youre-loaning-go-password-digital-trends-buzzfeed.htm
https://www.google.com/search?q=turner+broadcasting&client=safari&rls=en&source=lnms&tbm=isch&sa=X&ei=PRB8U8-UO47QsQTisIGQDA&ved=0CAoQ_AUoAw&biw=1296&bih=689#q=turner%20broadcasting%20png&revid=1382284898&rls=en&tbm=isch&facrc=_&imgdii=_&imgrc=TKX3t-1pEOZHnM%253A%3BSC-xTW0_21hOBM%3Bhttp%253A%252F%252Foi43.tinypic.com%252F2n7jbdl.jpg%3Bhttp%253A%252F%252Fwww.nickandmore.com%252F2013%252F12%252F31%252F2014-insights-for-cartoon-
network-and-boomerang%252F%3B1332%3B335
http://www.iosnoops.com/appinfo/twc-wifi-finder-for-iphone-and-ipad/492768487
Company Overview
Wednesday, May 21, 14

4. Weakness Is Not An Option!
http://www.myce.com/news/dc-judge-backs-mass-p2p-anti-piracy-
litigation-41989/
http://online.wsj.com/news/articles/SB124100011975268097
Wednesday, May 21, 14

5. Customers/Collaborators
Target Market
• Age: 6 and up
• Sex: Male and Female
• Region: International
• Income: $20K and up
• United States
• South America
• Europe
• Middle East
http://staff.studentlife.umich.edu/article/understanding-race-and-engaging-diversity
http://peak-innovations.com/designbuild/international-sales/attachment/world-m
Wednesday, May 21, 14

6. Competitors
Wednesday, May 21, 14

7. Business Climate
http://www.go-green.ae/gogreen-members.php
http://rockwallconservative.me/
2010/11/
Wednesday, May 21, 14

8. Business Opportunity
• On Demand
• Content
• Downloads
• Mobile Devices
• Distribution
http://www.avonschool.com/Page/1020
http://scitechconnect.elsevier.com/syngress-downloadable-
content/
http://www.viralblog.com/mobile-and-apps/why-mobile-should-be-integrated-in-every-campaign/
Wednesday, May 21, 14

9. Business Threats
http://www.business2community.com/small-business/7-vital-social-media-strategies-small-
businesses-0807161#!PpvgP
• Social Media
• Piracy
• Competitors
• Video Streaming
Services
Wednesday, May 21, 14

10. Challenges/Solutions
EXTENDED RECORDING NOT ALLOWED
- Figure out method that
allows Time Warner user’s
extended recording time
when needed.
Customer
Service - Good service equals
more customers/
users
http://jobs.timewarnercable.com/sites/twc/images/hp-customer-service-bg.jpg
https://rebuild.timewarnercable.com/MediaLibrary/1/1/FAQ/images/
iGuide_DVR_TVListRec.jpg
Wednesday, May 21, 14

11. Wednesday, May 21, 14

12. Legal & Ethical
http://www.telarus.com/images/1266961996_patent-symbol.jpg
http://www.mendezminsurance.com/img/
~www.mendezminsurance.com/istock_000007126560xsmall.jpg
- Possible liabilities
- Time Warner subscribers
- More than %25 percent of users have DVR service
- Target audience
Wednesday, May 21, 14

13. Financial Overview
-­‐
Total
Current
Assets
(Over
a
period
of
3-­‐Years)
2011:
6.40B
,
2012:
4.88B
,
2013:
2.14B
-­‐
Gross
Profit
(Over
a
period
of
3-­‐Years)
2011:
10.5B
,
2012:
11.4B
,
2013:
11.8B
-­‐
Total
Revenue
(Over
a
period
of
3-­‐Years)
2011:
19.7B
,
2012:
21.4B
,
2013:
22.1B
-­‐
Total
operaCng
Expenses
(Over
a
period
of
3-­‐Years)
2011:
6.46B
,
2012:
6.99B
,
2013:
7.20B
-­‐
OperaCng
Income
(Over
a
period
of
3-­‐Years)
2011:
4.08B
,
2012:
4.45B
,
2013:
4.58B
P R I C E
/
E A R N
I N G S
R A T I
O
P R I C E
E A R N
I N G S
G R O
W T H
R A T I
O
C U R R
E N T
R A T I
O
D E B T
T O
E Q U I
T Y
R A T I
O
G R O S
S
P R O F I
T
M A R G
I N
E A R N
I N G S
P E R
S H A R
E
T I
M
E
W
A R
N E
R
1 7 . 5 5 0 0 % 1 8 . 1 9 0 0 % 0 . 4 9 0 0 % 2 8 . 9 6 0 0 % 5 2 . 9 0 0 0 % 7 . 0 7 0 0 %
C O
M
C A
S T
C O
R P
1 7 . 2 3 0 0 % 1 8 . 2 5 0 0 % 0 . 7 8 9 0 % 1 4 . 5 8 0 0 % 6 8 . 7 0 0 0 % 2 . 7 3 0 0 %
A T
& T
I N
1 3 . 5 3 0 0 % 8 . 0 5 0 0 % 0 . 6 0 5 0 % 2 0 . 3 5 0 0 % 5 9 . 8 0 0 0 % 3 . 4 3 0 0 %
Wednesday, May 21, 14

14. Financial Overview
74%
21%
5% (TWC) Stock
Percentage as of
5/16/14
Over 3-year period
Year 1: 5%
Year 2: 21%
Year 3: 74%
Wednesday, May 21, 14

15. Strategy
&
Implementation
D A T E /
T I M E F R A M E
E V E N T / M I L E S T O N E
8 / 1 / 2 0 1 4 L A U N C H
O F
C U S T O M E R
S E R V I C E
L E A R N I N G
C E N T E R
O F
C U S T O M E R
S E R V I C E
R E P R E S E N T A T I V E S .
8 / 1 / 2 0 1 4
–
6
W E E K S
L O S
A N G E L E S
L A U N C H
O F
T H E
N E W
D V R
H D
R E C E I V E R S
T O
N E W
A N D
E X I S T I N G
C U S T O M E R S .
9 / 1 / 2 0 1 4
–
6
W E E K S
N E W
Y O R K
C I T Y
L A U N C H
N E W
D V R
H D
R E C E I V E R S
T O
N E W
A N D
E X I S T I N G
C U S T O M E R S .
4 / 1 5 / 2 0 1 5 E M A I L
S U R V E Y S
T O
C U S T O M E R S
W H O
R E C E I V E D
T H E
N E W
S E R V I C E S
A N D
P R O D U C T S
I N
N E W
Y O R K
C I T Y .
7 / 1 / 2 0 1 5 A N A L Y Z E
S U R V E Y
D A T A
R E C E I V E D
O N
A L L
N E W
U P G R A D E D
S E R V I C E S
I N
B O T H
T E S T
M A R K E T S .
D A T E /
T I M E F R A M E
E V E N T / M I L E S T O N E
8 / 1 / 2 0 1 5 E M A I L
S U R V E Y S
T O
A L L
P R E -­‐ E X I S T I N G
C U S T O M E R S
I N
R E F E R E N C E
T O
C U S T O M E R
S E R V I C E
9 / 1 / 2 0 1 5 T R O U B L E S H O O T
A L L
P R O B L E M S
T H A T
H A V E
B E E N
E N C O U N T E R E D
I N
T H E
T E S T
M A R K E T S .
1 2 / 1 5 / 2 0 1 5
–
6
W E E K S
M O V E
F O R W A R D
T O
L A U N C H
T H E
N E W
D V R
H D
R E C E I V E R S
T O
C O V E R
A L L
O F
C A L I F O R N I A ,
N E W
Y O R K ,
M A I N E ,
O H I O ,
A R I Z O N A
A N D
H A W A I I
2 / 1 / 2 0 1 6
–
6
W E E K S
M O V E
F O R W A R D
T O
L A U N C H
T H E
N E W
D V R
H D
R E C E I V E R S
T O
C O V E R
T H E
R E S T
O F
T H E
M A R K E T S ,
W H I C H
I N C L U D E
T E X A S ,
N E B R A S K A ,
M I S S O U R I ,
W E S T
V I R G I N I A ,
W I S C O N S I N
A S
W E L L
A S
N O R T H
A N D
S O U T H
C A R O L I N A .
8 / 1 0 / 2 0 1 6 E M A I L
S U R V E Y S
T O
A L L
N E W
C U S T O M E R S
I N
R E F E R E N C E
T O
T H E
N E W
D V R
H D
S Y S T E M .
D A T E /
T I M E F R A M E
E V E N T / M I L E S T O N E
9 / 1 / 2 0 1 6 T R O U B L E S H O O T
A N D
S U B M I T
“ P A T C H E S ”
T O
A N Y
A N D
A L L
I S S U E S
C O N C E R N I N G
T H E
D V R
H D
R E C E I V E R S
F O R
A L L
M A R K E T S .
1 / 1 / 2 0 1 7 C O M P L E T E L Y
U P
A N D
R U N N I N G
Wednesday, May 21, 14

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