TiVo Case Study
1. Analyze the situation from the consumer’s standpoint. What is TiVo? What factors facilitate its adoption? What factors make adoption difficult? Who is TiVo best suited for?
TiVo is a form of television recording technology used to record shows based on the users preferences. It can store a vast amount of recorded shows and play them back with out the interruption of commercials. It has added features such as pause and fast-forward, which can enhance and improve the television viewing pleasure of the consumer. This works similarly to the current Comcast DVR. At the time this was a solution for the television consumer to contently watch all their favorite shows with out the wait or the boring commercial breaks.
The major factor that can facilitate adoption of TiVo is the ability to watch shows when you want them, not when they are aired. This enable the viewer to watch several of their favorite shows all on Thursday nights when they had additional time instead of missing shows that aired on Tuesday because they worked late or had something else going on. Having this option meant you did not have to wait on re-runs or recaps. This is very appealing to the working adult. Which I feel is the best target audience for this product is the working adult from early 20’s to mid -40’s. With this being a bit of a “techy” item it may be harder for the older 50+ generations to adopt quickly. I feel that it may work for younger generations but since they are not in the market to purchase or continue services with out an adult this would not the target segment.
2. Now adopt the standpoint of the networks, the advertisers and the cable/satellite companies: What do they want TiVo to be? What is TiVo’s competition?
For the TV Networks, advertising companies who utilize cable TV to promote their products and services TiVo should be utilized as a complementary device that can help promote business the same as commercials do with traditional TV. They do not want
TiVo is a form of television recording technology used to record shows based on the users preferences. It can store a vast amount of recorded shows and play them back with out the interruption of commercials. It has added features such as pause and fast-forward, which can enhance and improve the television viewing pleasure of the consumer. This works similarly to the current Comcast DVR. At the time this was a solution for the television consumer to contently watch all their favorite shows with out the wait or the boring commercial breaks.
The major factor that can facilitate adoption of TiVo is the ability to watch shows when you want them, not when they are aired. This enable the viewer to watch several of their favorite shows all on Thursday nights when they had additional time instead of missing shows that aired on Tuesday because they worked late or had something else going on. Having this option meant you did not have to wait on re-runs or recaps. This is very appealing to the working adult. Which I feel is the best target audience for this product is the working adult from early 20’s to mid -40’s. With this being a bit of a “techy” item it may be harder for the older 50+ generations to adopt quickly. I feel that it may work for younger generations but since they are not in the market to purchase or continue services with out an adult this would not the target segment.
2. Now adopt the standpoint of the networks, the advertisers and the cable/satellite companies: What do they want TiVo to be? What is TiVo’s competition?
For the TV Networks, advertising companies who utilize cable TV to promote their products and services TiVo should be utilized as a complementary device that can help promote business the same as commercials do with traditional TV. They do not want