New info in SEC doc filed 9/2

CUSTOMERS MAY NOT FIND OUR SERVICES TO BE ATTRACTIVE

Ultimately our success will depend upon our ability to convince a large
number of consumers to order our service and thus attract a sufficient
subscriber base to reach and exceed a break-even point, and to do so with
subscriber acquisition and other costs that are within our funding capabilities.
We have no history of being able to do this. As of August 31, 2004 we had
approximately 28,700 activated customers, with an additional 1,200 customers
awaiting installation. Since our launch in October 2003 through the end of
August 2004, approximately 30% of the customers who had activated our service
subsequently terminated the service.

To be successful, we must increase substantially and continuously the rate
at which we add new customers. We experienced an upward trend in new customer
additions in April, May and June, 2004. However, the rate at which we added new
customers declined in July and August. We believe that this decline is
attributable primarily to our decision to scale back direct advertising
beginning in June, when it became apparent that we could not efficiently install
a growing number of customers, and to our decision to increase our consumer
pricing on August 1, 2004, including through the elimination of a "no-money
down" equipment rental program. Unless we are able to reverse this trend and
grow our customers base quickly and significantly, we are unlikely to have a
successful DBS business.
 
WE COULD BE ADVERSELY AFFECTED BY HARDWARE AND SOFTWARE PROBLEMS

Following the launch of our VOOM(SM) service in October 2003, we
encountered operational problems with our satellite receivers. We believe that
most of these problems have been eliminated but, because our hardware and
software are new, we continue to encounter operational issues that need to be
addressed and resolved, and we expect that we will continue to encounter
problems in the future. In particular, it is likely that we will face
operational issues when we transition our compression technology from MPEG-2 to
MPEG-4, which is expected to occur in the first quarter of 2005.
 
WE HAVE EXPERIENCED INSTALLATION PROBLEMS

We do not have our own dedicated installation capability. We contract for
installation with a vendor that operates a national installation service that
currently provides equipment installation services to six
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DBS and cable service providers as well as home theater installation services
for a number of retailers. Following the launch of our VOOM service in October
2003, we experienced some installation problems with our over-the-air antenna, a
standard part of our package, which represented a new component to the installer
community. This problem was ameliorated as the installers became more familiar
with our equipment. Furthermore, we added software to our receivers in May and
June, 2004 that helps installers optimize the off-air antenna installation.
However, in May 2004, as the number of scheduled installations began to ramp up
as a result of our increased marketing efforts, we found that our installation
infrastructure could not provide timely installation. As a result, in June we
began to scale back our direct marketing efforts in order to reduce our backlog
of customers awaiting installation and thereby reduce the time between receipt
of an order and installation. Over the past several months we have been
reassessing our logistics and installation infrastructure to be able to handle
an increase in installation volume. To be successful, we will need to have the
capability to quickly install numbers of customers significantly in excess of
the number of installations that created problems for us in June and July.
 
HIGH SUBSCRIBER TURNOVER COULD AFFECT OUR FINANCIAL PERFORMANCE

Our ability to successfully operate our Rainbow DBS business depends upon
our ability to attract and retain subscribers. Maintaining our customer churn at
acceptable levels will be a critical factor in achieving our business plan. The
Rainbow DBS business has historically been subject to relatively high churn
rates. This is particularly true for new services and new product offerings,
such as our VOOM(SM) service, because many subscribers tend to try out new
services and products but do not remain as subscribers. If our churn rate is
higher than expected, our financial performance will be materially adversely
affected and our business may not be successful. Since our launch in October
2003 and through the end of August 2004, approximately 30% of the customers who
had activated our service subsequently terminated the service. There can be no
assurance that this rate will decrease over time to an acceptable level. This
churn rate has increased sharply in recent months due to (i) disconnects by
customers who took advantage of our "no money down" offer and subsequently
terminated the service; (ii) disconnects by customers who were not satisfied
with the availability of off-air signals; (iii) disconnects by customers who did
not receive all of the cable channels they expected to receive; and (iv)
elimination from our subscriber count of customers who were sufficiently
delinquent in payment that they ceased to be considered "subscribers" under our
internal guidelines.
 
LOCAL BROADCAST TELEVISION SIGNALS ARE NOT ALWAYS AVAILABLE ON OUR SERVICE,
WHICH HAS BEEN AN OBSTACLE IN SELLING OUR SERVICE AND HAS LED TO HIGH
SUBSCRIBER CHURN

Our VOOM(SM) service does not provide satellite delivered local broadcast
television signals. Instead, we provide access to these local digital broadcast
channels through an off-air antenna that is included in our basic equipment
package. This antenna provides access to digital signals, not to analog signals.
Not all local stations provide digital signals at this time. Others offer such
signals only at certain times of the day and at varying power levels. By not
providing satellite delivered local broadcast signals, we are able to save
bandwidth for other programming, particularly high-definition programming. It
also saves us the expense of making payments to networks and local television
providers for their programming and the expense of transmitting the local signal
to our uplink facility for retransmission to customers. Our business model
assumed that customers would receive their local signals through the off-air
antenna that was included in our basic equipment package. We have found that
this is not always the case, particularly in areas where off-air signals are
weak, in areas where the local stations are not provided in digital format all
day or at all or at consistent power levels, and in cases where there are
particular customer problems such as inadequate line of site to the signal or
poor installation. We have found through surveys of customers who deactivate the
service that poor reception of local signals is a significant cause of our
higher than anticipated churn rate. If we are unable to address this problem,
our ability to attract and retain subscribers would be adversely affected.
 
The most troubling snippet

>>>Unless we are able to reverse this trend and
grow our customers base quickly and significantly, we are unlikely to have a
successful DBS business.
<<<

Of the entire article, the above is what concerns me. It almost sounds like he's expecting defeat. Not good!!
 
WE HAVE FEWER DISTRIBUTION CHANNELS THAN OUR COMPETITORS

We currently have fewer distribution channels than our competitors. DirecTV
has reported that its equipment is available through approximately 18,000 retail
locations in the United States, including at Best Buy and Circuit City. EchoStar
receiver systems are available at independent distributors, retailers and
consumer electronics stores as well as through nationwide retailers such as
Costco, Sears, Wal-Mart and RadioShack. However, we market our VOOM(SM) service
only through direct marketing campaigns, our website and approximately 1,600
Sears stores across the United States. We have obtained less than 5% of our
activated customers through our arrangement with Sears. As a result of this and
our limited operating history, our equipment, and consequently our programming
services, will be less well known to consumers than those of our largest DBS
competitors. This could result in lower consumer acceptance of our services and
equipment and require more advertising for consumer awareness than is currently
anticipated. In addition, more limited distribution channels could require us to
rely to a greater extent on direct marketing. These factors would result in
higher than anticipated subscriber acquisition costs. Greater reliance on

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advertising will result in higher than anticipated subscriber costs.
Furthermore, this lower acceptance of our equipment and services could suppress
retailer interest in our equipment and thus limit our ability to reach potential
new subscribers.
 
WE WILL NEED ADDITIONAL FINANCING TO OPERATE OUR BUSINESS AND OUR FUNDING
NEEDS MAY BE HIGHER THAN ANTICIPATED

In order to fund the continued operation of our Rainbow DBS business, our
subsidiary, Rainbow National Services LLC, has entered into debt financing
arrangements totaling $1.75 billion. These financing arrangements are described
under "Our Debt Financing." As described below, we will require substantial
additional financing in the future as we seek to exploit our Ku-band, Ka-band
and MVDDS licenses. It is also possible that we will need to raise additional
funds in the future even if we do not pursue these initiatives.

Our actual funding needs may be substantially higher than our expectations.
Our funding needs will depend to a significant extent upon the levels of
subscribers and subscriber revenues and our subscriber acquisition and other
costs. So, for example, if our Rainbow DBS business fails to achieve expected
levels of subscribers and subscriber revenues or the subscriber acquisition or
other costs are higher than we expect, our funding needs could be significantly
higher than anticipated. These same developments could also make it harder or
impossible to obtain the additional needed funding.

Ku-Band Capacity. Our current estimates of required funding do not take
into account the cost of utilizing the rights to FCC licenses for which we were
the successful bidder at a July 14, 2004 auction and which cover Ku-band
capacity at two orbital locations over the Pacific Ocean. The continued validity
of these licenses will be subject to certain requirements, including the
requirement to construct and launch satellites according to specific milestones
and deadlines. We anticipate that the cost of the two satellites to utilize
these frequencies will be between $400 million and $500 million. We do not
currently have any funding available to construct and launch either of these
satellites. Accordingly, we cannot assure you that we will have the required
funding to satisfy the FCC milestones. In any case, we will not be in a position
to launch and operate either of these satellites for a number of years and there
can be no assurance that we will ever be in a position to do so.

Ka-Band Capacity. Our current estimates of required funding do not take
into account the cost of acquiring and utilizing our Ka-band capacity. We have
FCC authority to construct, launch and operate five FSS Ka-band communications
satellites. We have posted a bond (and cash collateral) of $5 million for each
of these authorizations granted by the FCC. Pursuant to recent changes to FCC
rules, the amount of the bond soon will be reduced to $3 million per
authorization. The continued validity of the Ka-band licenses and authorizations
are subject to certain requirements, including the requirement to construct and
launch satellites according to specific milestones and deadlines. The bond for a
particular authorization would be forfeited if we failed to meet any FCC-imposed
satellite construction milestones for that authorization without an adequate
reason, such as technical problems with a satellite launch vehicle. We are in
the process of soliciting information from up to five leading manufacturers of
Ka-band satellites. Once we have reviewed this information, we will be
requesting bids from some or all of them for the manufacture and in-orbit
delivery of up to five satellites to be used in the five orbital locations.
While we have not received any bids, we anticipate that the cost of these
satellites will aggregate between $1 billion and $2 billion. We do not currently
have any funding available to construct and launch any of these satellites, nor
have we initiated any discussions to acquire such funding. Accordingly, we
cannot assure you that we will have the required funding to ensure satisfaction
of the build-out targets in accordance with the FCC's grant of such authority.
In any case, we will not be in a position to launch and operate any or all of
the five Ka-band communications satellites for a number of years and there can
be no assurance that we will ever be in a position to do so.

Multichannel Video Distribution and Data Service. Our current estimates of
required funding do not take account of the cost of utilizing our investment in
multichannel video distribution and data service, or MVDDS. In January 2004, we
invested $100,000 for a 49% stake in DTV Norwich, which was the high
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bidder in an FCC auction for MVDDS licenses in 46 markets in the United States,
including New York, Los Angeles, Miami and Cleveland. MVDDS licensees will
operate in the same radio spectrum as satellite television services like
DirecTV, DISH Network and VOOM(SM). The MVDDS signal is transmitted from local,
ground based, microwave towers, with enough bandwidth for hundreds of channels
and high-speed Internet service. Concurrently with our equity investment, we
funded DTV Norwich with an additional $84.6 million loan for the acquisition of
these licenses in the auction. Under the terms of the promissory note with DTV
Norwich, the loan will be forgiven as the FCC grants the MVDDS licenses to DTV
Norwich. Our current investment does not cover any of the costs of building out
the infrastructure or other costs necessary to utilize the licenses. We have
agreed with DTV Norwich to fund these costs but we do not currently have any
funding available for these additional build-out costs nor have we initiated any
discussions to acquire such funding. If we are unable to obtain required funding
DTV Norwich might not be able to retain these licenses and we could lose our
investment.

We have also agreed to a put/call option with George S. Blumenthal and
Company, LLC, DTV Norwich's majority owner. Once the FCC has granted the company
its MVDDS licenses, our agreement gives us a call option to purchase a 41%
membership interest in DTV Norwich from Blumenthal at an exercise price of $4.23
million. If we do not exercise our call option within 60 days, the agreement
gives Blumenthal the right to put the 41% membership interest to us at the same
exercise price of $4.23 million. If either party exercises its put or call
option, Blumenthal will then have the right, for ten years, to put its remaining
10% interest to us at fair market value to be determined by a process involving
independent valuation experts.
 
We
expect to increase our direct marketing efforts again in late September and the
fourth
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quarter of this year. We believe that we will have addressed by then the
installation problems experienced in May and June. We also intend to focus our
marketing efforts in markets that are well served by local digital off-air
broadcast signals. We believe that this will reduce the churn rate we have
experienced from customers who are dissatisfied with the availability of local
digital broadcast signals through our off-air antenna.
 
When we transfer to MPEG-4 standard definition compression, which we anticipate
occurring the first quarter of 2005, we will nearly double our capacity to
deliver standard definition programming. Similarly, with the implementation of
MPEG-4 high-definition compression, which we anticipate occurring in the fourth
quarter of 2005, we will increase our high-definition capacity by 50%. For
example, once the MPEG-4 conversion for standard definition and high-definition
is complete, we will be able to offer a package of up to 58 high-definition
channels and 176 standard definition services. However, we have not yet decided
how we will allocate such increased capacity between standard and
high-definition but expect to make that determination during 2005 based upon our
perception of consumer preferences at that time.

The additional transponder capacity we have acquired through our lease on
Americom-6 would give us the capability based upon MPEG-2 compression to offer
either 39 high-definition channels or 156 standard definition channels or a
combination of high-definition and standard definition channels.
 
Voom should start listening to it's customers, kill the $200 installation crap and start bringing in the 1-2 year commitments. Voom has no multi-room deal that matches D* with HD, in any case, they need to have a big sign up in front of any HDTV retail store that has their large number of HD channels blah blah blah... man I'd hate to see Voom fail.. bye bye 35+ HD.. bye bye Fox Sports Florida HD.. I could go with ComCrap.. I'd have INHD 1/2 and HDNet with horrible PQ and I think they are trying to add FSN FLorida... I could go with D* and have great OTA HD via Sat and compressed... BOO!!!
 
:cool:
sell it all to d*, and ill be a happy camper :D :D :D
what did you people actually think was going to happen to voom. :shocked
 
I will not throw the white tower yet. This document is a realistic document of the operation and what we have seen/experience since we decided to jump in the Voom van wagon. They have money to be funded for 1 - 2 years and I think this is where the critical time will come. If you go back and read the some of the document, it tells you why they couldn't get agreements with major store outlets. So right now, VOOM major outlet is word of mouth, their website and their distributors.
 
I would like to throw my towel at "giveuspurehd". As long as they have funding to operate for a couple of years, and CORRECT their mistakes, I think they can make headway. They are not competitive and smart where they need to be. They can really lure people over with a DVR and some commitments, show that they have a plan to upgrade the boxes for MPG4 like with self-installs, and a plan of action for the elliptical dish.

If one of their major advertisments is word of mouth.. then they need to listen to US, and talk to US...
 
Dvlos,

As a matter of fact, I will do the DVR with $0 money down but 1-2 years comitmment. The $0 down guarantee without comitment served its purpose but it allowed people to try for the heck of it and leave without losing anything at all and leaving VOOM with losses.
 
They stated in the document that Sears only has brough 5% of subscribers. Sears has been a mistake from the beginning.
 
I know that Voom wanted to offer customers something better than a 1-2 year commitment, but the problem was they quit for whatever reason, and knew they had nothing to lose. I'm not saying a 1 year contract makes people jump on board, but with it and some good products people will stick with it more.

Also instead of treating each other like strangers, Cablevision and Rainbow should be pulling resources, HD channels, contracts or contacts, etc... to get Voom more noticed. At least they noticed that their $200 installation really halted new subs, they need to regroup and attack through different means.

Another cool plan would be... Voom + Free locals from Cablevision (Cablevision areas only obviously) with HD + DVR Home Network Solution + VaVaVoom = $99.99 a month with 2 year committment.
 

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