Biggest measure of Sky future success is still for me average age of their customers... I would bet it keeps going up as they don't have a proposition in the market for the next generation let alone the one after that.
They are the classic incumbent sweating their assets and keeping prices high for as long as possible. Presumably they have done the numbers to see if they could remake themselves in the future as a sport only offering over the internet. Key question is how much revenue would be lost versus uptake in customers vs cost reduction. For all we know they may be ready to do that, but why not make as much money as possible for as long as possible - esp. if you have a stranglehold on sports.
For right now, if I were them, I would have continued with their previous Fanpass offering - would be surprised if it would have been cannabilising too many people with the set top boxes and it gives them options for the future and keep in good with the Govt. I used it intermittently and it seemed to work pretty well. I think they gave up on that too soon.
I suspect they lost direction with Murdoch sold out - not a fan of that lot but their input loss would have been a blow.
If you read this and other Sky hate threads, you can get an idea of the real facts. Or let us know what you think they need to do, using real numbers, we can advise of the facts behind the fiction
They arent a monopoly, or overcharge.
You asked the question - "let us know what you think they need to do?"
Here's what I think. Sky should pull up sticks, liquidate and pay out shareholders while there is still some cash to do so. They are in death throws, put them out of misery I reckon.
Someone else will buy the rugby rights and offer far better value for punters than what we currently endure with Sky.
Unless they buy rugby and sports rights at far cheaper rates, I cant see the better value.