Case Study: DIRECTV achieves faster digital innovation and IT cost transparency with Apptio

Direc TV - Customer Case Study

DIRECTV, a global pay-TV leader serving 38 million subscribers and generating over $30 billion in revenue, faced rapid industry disruption from changing consumer viewing habits, new delivery platforms, and intensifying competition. To meet its goal of delivering the best video experience across devices, the company needed to reshape IT, improve speed-to-market and agility, and align technology investments with clear business value.

DIRECTV adopted Technology Business Management (TBM), separated demand from supply, and built an “innovation factory” and a fail-fast culture with an Innovation Lab and Shark Tank-style prototyping. Close partnerships with marketing and product teams produced rapid digital products (NFL Sunday Ticket app, TV Everywhere, enhanced customer portal), an addressable-ad solution that significantly increased ad revenue, and a TVIP system that halved service windows—boosting customer satisfaction and enabling growth despite market headwinds.

DIRECTV

Mike Benson

Chief Information Officer