In 2006/07, when we launched our current growth strategy, 46% of our revenue came from international markets. Given the relatively small size of our share of major English-speaking markets - that is, the USA and Australia, plus the fast rate of growth in BRIC countries (Brazil, Russia, India, China), there were clear gains to be had from focusing hard on territories outside our domestic market. We therefore set ourselves the target of generating two-thirds of our revenues from outside the UK by 2012. The chart below shows our progress.
In 2006/07 our market share in Australia was 0.3%, with the majority coming from TV sales. Given the cultural affinities with the UK, lack of language barrier and our established customer base, we saw a clear opportunity for growth. We are aiming to increase our market share to 1.6% by 2013 - and by 2010 we have already reached 1.0%, a trebling since we started.
A number of factors have helped us deliver this rapid growth:
From 2010, we are applying the same focus across all business areas to the US market.