Our success depends upon doing business better. It involves the development and improvement of strategy and of an enhanced dialogue with people with a stake in our business. In short, everything that brings a business long-term success and durability and benefits its customers and people.
Listening to our customers and our people
The Bigger Picture is informed by what people say they expect of us. We've been having bigger conversations with more people, both inside and outside the business, and getting close to their attitudes to Sky.
The Bigger Conversation
In 2007, we introduced an innovative new idea for engaging with our customers. We hosted The Bigger Conversation which brought together over 190 customers and prospective customers to get their input to the initiatives we're focusing on and to give them the chance to tell us what practical ideas and suggestions for Sky to consider. Participants developed varied and inventive ideas that were then pitched to an expert panel. Many reflected areas of work that Sky is already looking at, and helped to confirm the direction of Sky's Bigger Picture future work.
Sky Forum
The Sky Forum provides our people the opportunity to give us their feedback on what is important to them and brings people closer to our executives, giving all employees a voice. Representatives from around the business are also updated on business information and planning to share with their constituencies.
Doing Business Better
So when we spoke to our customers, our people and opinion formers outside the business they told us what mattered to them. This included climate change, learning, arts, choice and accessibility. These are all reflected in The Bigger Picture and the commitments we have made to doing business better.
Tackling a key responsibility
We want our customers to enjoy all our products safely and responsibly - whether that be through the TV, PC or mobile phone. Here are just two ways in which we are responding:
Parental control and online protection - we have introduced a parental control feature, including age rating filters to prevent the viewing of selected programmes and provide PIN protection for films shown during the day.
To meet the needs of our customers online, we have teamed up with McAfee to provide an internet security suite on all Sky Broadband products.For more information on parental controls and advice on internet safety, go to http://www.sky.com/security(This link will open in a new window)
Childnet International - We are also building relationship with Childnet International, a charity that works with others to make the internet a great and safe place for children. Take a look at the Childnet International website and download the Know it All guidance and advice: http://www.childnet-int.org/kia/
Responsible Gambling - Betting and gaming with Sky is about fun and entertainment and being Sky, we push the boundaries to lead the way in the field of responsible gambling.
We design our systems to empower our customers to bet in their own way that keeps it fun for them. We make sure that under-18s cannot access our services. We give our customers tools and information to let them stop betting at any moment in time, plus we give our customers the information and links to seek further support, if ever they want. Our controls include:
• Robust, real time age verification - no proof of age - no bet
• Deposit limits - customers are invited to chose a limit when they first join us or they can do this at any time by a click of the button
• Reminders in all games for anyone who thinks they may lose track of time
• Immediate breaks - our customers can take a 24 hour break any time, or exclude themselves for 6 months and up to 5 years
• Accessible information on all platforms to advice on gambling for fun and links to expert support organisations
• Expert training in our social responsibilities for all employees of Sky Betting & Gaming
• Regular communications to all customers to emphasise our message of "keep it fun"!
Our commitment is reflected by our award of the GamCare kitemark. GamCare is the leading support organisation for problem gamblers in the UK and works closely with the betting industry to set the benchmark in responsible measures. The kitemark allows customers to identify those companies where they know that they can enjoy betting and gaming, with the reassurance of responsible tools and safeguards they may chose to use.
For more information visit http://www.skybet.com/ (This link will open in a new window)
For more information on our approach to running a responsible business go to The Bigger Picture Review 2008 at www.sky.com/corporate (This link will open in a new window)