So they get 4000 at @ $100000 pounds a month, out of potential...

So they get 4000 at @ $100000 pounds a month, out of potential 5.35M people... That is a .075% Approx hit rate.

So do an average spread between standard and Prem service @ 4000 users would = $66,000 pounds per month....

Making $792,000 Pounds per year... better that what they get now I suppose from this deal...

So they have POA on over 5000 users for Premium... but lets use the above maths for a look at different % market penetration.

So lets look at a few different %'s

1% market penetration would = $10,500,000 Pounds per year (53500 user average)
2% market Penetration would = $21,000,000 Pounds per year
3% market Penetration would = $31,500,000 Pounds per year
4% market Penetration would = $42,000,000 Pounds per year
5% market Penetration would = $52,600,000 Pounds per year (267500 users average)