In the TiVo case‚ Brodie Keast‚ TiVo’s vice president of marketing and sales is trying to ensure a positive consumption of his relatively new product‚ the TiVo. TiVo’s marketing team intended to get the idea of TiVo across through catchy communications campaign‚ with a boldly humorous tone that would help consumers envision how TiVo restored the fun of television. TiVo was founded by two men who left Silicon Graphics‚ a leading provider of 3D graphics hardware and software‚ in August 1997. These
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consumer’s standpoint. What is TiVo? What factors facilitate its adoption? What factors make adoption difficult? Who is TiVo best suited for? (1) TiVo是DVR(digital video recorder)軟硬體整合技術的企業，消費者可將各項來源如傳統天線、有線電視、直播衛星及透過區域網路(LAN)，以指定或邊看邊錄的創新體驗．透過EPG(Electronic Program Guide)介面，依方便的時間享受以電視為核心的數位家庭娛樂． (2) 下列以學者Roger提出的「創新擴散」理論中ACCORD模型來說明吸引消費者及阻礙因素： Factors Influencing the Adoption Process What factors facilitate its adoption? What factors make adoption difficult (Relative)Advantage TiVo化被動為互動，顛覆消費者的模式與習慣，以專屬硬體和軟體讓消費者掌握電視節目控制權，利用時間差效應(time
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Case study: TiVo 1. What are TiVo’s competitive advantages? Disadvantages? - Advantages: TiVo can offer many features that others can’t‚ such as the ability to stream television‚ photos and music‚ although Media center PC’s offer more features than TiVo. Moreover‚ TiVo offers many services such as "wish list"‚ "season passes"‚ the capability to provide interactive ads with specific TV programs and the ability to collect fine-grained data on consumer viewing habits. Another advantage is the
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of prospects and the evangelical zeal of TiVo users.” As an emerging expert in consumer behavior how would you tackle that mystery? What do you think could be going on? Beyond your pet hypothesis‚ try to be creative and list a large number of conflicting hypotheses by taking multiple points of view. What might “evangelists” mention as a cause of their failure to sell TiVo to their friends? What might a “couch potato” say about his reluctance to buy TiVo? What would you expect a top executive at NBC
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Case 17: TiVo 2008 Rosatase‚ Alaina P. March 14‚ 2013 EXECUTIVE SUMMARY TiVo was developed by Jim Barton and Mike Ramsay through a corporation they named "Teleworld" which was later renamed to TiVo‚ Inc. Though they originally intended to create a home network device‚ it was redesigned as a device that records digitized video onto a hard disk. They began the first public trials of the TiVo device and service in late 1998 in the San Francisco Bay Area. After exhibiting at the
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The case analysis of the TIVO Question 1: Analyze the situation from the consumer’s standpoint. What is TIVO? What factors facilitate adoption? Who is TIVO best suited for? From the customer’s standpoint: (1)TIVO was a solution to help you to decide what and when you want to watch on the TV‚ it make the customer watch TV more convenient and effective because it have several new functions like pausing‚ fast forwarding and replaying‚ flexible recording services that customers have never experienced
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recorder Watch what you want‚ when you want Creates richer‚ more enjoyable experience Issue statement Low awareness of the product‚ resulting in only 0.04% market penetration Situation analysis Company Offer high-quality‚ valuable product with much satisfaction 0.04 market penetration charged service fees strong strategic ties with Sony and Philips‚ co branding competition Replay TV Ultimate ReplayTV: comparable quality‚ pause live TV‚ record programs‚ price $200 above TiVo Key: quickskip
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TiVo 2007 Case Analysis After seven years of loss-making‚ and in the face of new competition and a changing environment‚ TiVo must now craft a strategy propelling them into profitability and securing a position with a sustainable competitive advantage. According to Exhibit 3‚ The Home Entertainment Ecosystem‚ TiVo’s future and ability to be profitable depends on two factors. Factor 1: Their ability to be successful in stand-alone DVR sales within retail stores Factor 2: Their ability to form
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TiVo Case Analysis | Team Report – Team C | Andres GalindoTracey Keiter Mike MacIntyre Kristan King Nevins Martin Penagos Raghu Ramaiah | 10/14/2012 10/14/2012 Table of Contents Executive Summary 3 The Three C’s 3 Customer 3 Competitor 3 Collaborator 4 Segmentation 4 Targeting 4 Positioning 4 Marketing Mix 4 Price 4 Product 5 Promotion 5 Place 5 Recommendation 5 Conclusion 5 References……………………………………………………………………………………………………. Format for case write-up
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This case is a classic example of exciting high potential technical innovations losing to the general inertia in adoption‚ primarily due to weak marketing strategies. TiVo being the pioneer in DVRs‚ were and are poised to capture the entire Television industry. Their weakness in Strategy stems from an imbalance in resource distribution between R&D and Marketing. The theme inferred being‚ Venture into only those domains in which the organization has considerable expertise and strong management
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