if losing customers to Sky it would make sense to match the minimum contract if thats the reason ppl were giving to move to Sky....but I dont know that this is happening, was just providing an example.
One way of maintaining a customer base is to attract as many new customers as those who leave, although I wouldn't think this is a plausible long term strategy. But this is always an option for the cheaper brands in a marketplace.
The more expensive you are within your market, the more important it is to keep those who have tried and tested you
There are 10 kinds of people, those who understand binary and those who don't.