Some consumers start with a la carte, then learn about the benefits of subscription and switch. We believe that many consumers will choose their services based on the device they choose.

A lot of consumers use the term 'bait and switch' when they hear this.

This may start to pinch some consumers' wallets.

With television you may reach a mass of consumers, but people switch channels so often it is hard to tell who is actually watching. The cost of investing in the game is much cheaper than a television ad - especially during the World Cup - and it has other unique advantages.

I'm quite subdued, believe it or not. I switch it on for the camera.

Anybody entering the market now from scratch has a tremendous amount of learning to make the components work flawlessly for the consumer.