Hey Sky! You should totally jump on the MVO bandwagon and do triple-play... Call it 'Air'. You can keep that none, I got loads!
Next up! Satellite broadband! You have the workforce of satellite engineers. With a bit of altering to the dish and LNB's you could fix sattelite broadband for those poor soles out in the sticks..
You could call that service 'Space'..
Then you'd have Sky, The Cloud, Air and Space... marketing genius...
In all seriousness it is weird that they are not looking at becoming an MVO. EE are pushing in the fixed line FTTx space and BT have some 4G spectrum and are encroaching on the TV sport space.