“Focus now is to transform Boxer from TV-centric to broadband-led”
Boxer is the pay-TV operator in the DTT network in Sweden with close to 500,000 subscribers in the SDU market. Boxer was a pioneer within digital TV in Sweden and is today a well-known consumer brand with focus on freedom: the most popular basic linear TV-channels in an easy way, everywhere.
During Q1 2017 Boxer launched a fibre marketing campaign and network expansion in order to respond to the market demand for fibre, both from existing Boxer customers and from new customers. The initiative, which is expected to increase ARPU as well as the number of RGUs while reducing churn, is the first step to transform Boxer from a TV-centric to broadband-led brand.
Since the launch of the fibre footprint expansion and broadband-led marketing campaign in Q1 2017 we see positive momentum in broadband sales, ARPU and churn. This gives us confidence that the strategy works and could potentially lead to growth in the future.
Boxer acquired to boost the Com Hem SDU expansion
The Com Hem Group acquired Boxer in September, 2016. The acquisition of Boxer represents a highly attractive opportunity for the Com Hem Group to accelerate its reach in the SDU market.
The Com Hem SDU expansion programme will enable Boxer to sell market leading bundled broadband and digital TV services to its customer base.
With the Boxer brand, the Com Hem Group is the only fixed-line operator in Sweden with two brands in complementary positions. This allows the Group to use a dual brand strategy, taking additional market share with Com Hem as a premium brand and Boxer focusing on simple propositions at competitive prices.