Unified DIRECTV Brand – Launching April 6, 2023
Overview
DIRECTV is streamlining the brand to create a simpler and more seamless customer experience.
In the current state today, DIRECTV’s products are divided by their method of delivery: DIRECTV is a Satellite product and DIRECTV STREAM is a Streaming product.
As DIRECTV’s Marketing teams have learned more about the STREAM customer base, they’ve seen different behaviors and values between those who are BYOD (Bring Your Own Device) DIRECTV STREAM customers and those who have DIRECTV STREAM using the Osprey Device. STREAM with Device customers are often coming from a Cable provider, and they’re looking for a service that aligns with what they’ve had in the past, with similar pricing/offers, but with a better experience overall.
New Unified Brand
To solve for the needs of these customers and to create a more unified DIRECTV brand, as of April 6, 2023, Device customers will both fall under the “DIRECTV” Brand. DIRECTV Satellite will become a sub-brand called, “DIRECTV via SATELLITE”, and DIRECTV STREAM with Device will become a sub-brand called, “DIRECTV via INTERNET.”
BYOD STREAM customers will stay with the “DIRECTV STREAM” brand.
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With the rebrand, DIRECTV (both via SATELLITE & via INTERNET) will align in price, they’ll both come with a 2-year price protection for 24 months, and they’ll both offer an included device for the customer at no additional cost.
One major benefit with Satellite is that there is still a larger variety of content available, and more channels available for the same price. The customer channel lineups will be available online for the customer to compare. Sales agents will also receive training that there is more content available via SATELLITE.
DIRECTV STREAM for BYOD will continue to be a month-to-month offer as it is today. DIRECTV via INTERNET will also be month-to-month, but will offer a new price lock for 24 months.
What Customers Can Expect – As of April 6
New Customers with Equipment
- Customers ordering any type of DIRECTV service with equipment will experience one DIRECTV ‘umbrella’ brand.
- There will continue to be two technology delivery options for DIRECTV service.
- Based on the type of technology delivery method, service will be called via SATELLITE or via INTERNET.
New Customers Without Equipment (BYOD)
- New customers that do not order DIRECTV service with equipment (BYOD) will be directed to com for the DIRECTV STREAM service.
- DIRECTV equipment gives customers the BEST experience & customers should only be referred to directvstream.com after DIRECTV via SATELLITE and/or DIRECTV via INTERNET have been offered as a solution.
Existing Customers
- Existing DIRECTV STREAM customers with & without a DIRECTV STREAM device will continue with services under the DIRECTV STREAM name for now.
- Account management functions on com will continue.