STRATEGIC INFLECTION: TiVo in 2003 TiVo and Digital Video Recorder (DVR) Industry Since the first time of the new DVR (Digital Video Recorder) industry‚ TiVo was clearly the leader in this new field. The first commercial broadcast quality video recorder was released Betamax video system by Sony in 1975. Two years later‚ JVC released the competing standard VHS (Video Home System). JVC formed early alliances with Matshushita Electric which had a large global distribution network. As a result
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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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of reliability * Nationally available through electronic chains like Best Buy * Multiple potential revenue streams: opportunities for advertisers and networks Weaknesses * Lackluster sales because it’s the first in digital video recorder category. * Functions were difficult and confusing to explain to customers. * Ineffective communication with its consumers. * The manufacturers ’reps couldn’t give TiVo the amount of support it required. * Expensive product with additional
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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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TiVo is definitely an innovation to television. It is unique‚ and solves many consumer problems. It changes consumer behavior towards TV and allows individuals to be more efficient and flexible in when and how they view. After being on the market a few short years‚ it has attracted a certain demographic‚ and has a large reach into the markets. That being said it isn’t the growth that was expected‚ and there are a few hurtles TiVo will need to overcome to continue to drive success and growth. The
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TiVo Case Study 1. Draw a supply chain (or value net) that traces the various stakeholders involved in the TiVo value chain and their respective interactions. From this‚ what insights do you get about the relative value that each stakeholder adds in this process? TiVo struggles with finding ways to decrease the overall cost of customer acquisition. Costly components and services to assist customers with set-up combined with marketing costs to educate potential customers on the value and benefits
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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
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DIAGNOSIS OF THE PROBLEM: TiVo was launched in March 1999 and aimed at transferring control from TV networks to consumers. Currently (May 2000) TiVo has a low market penetration (0.04%) but current customers highly satisfied.Experts predicted that the customer base would reach 35000- 80000 by 2000 yearend. PROBLEM IDENTIFICATION: To increase product awareness‚ customer acquisition and sales by modifying the current marketing strategy and also address the emerging competition. SITUATION ANALYSIS:
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Case 14: Tivo Inc. I. Current Situation A. Past Performance A.1. Tivo is a corporation developed on a product that allows customers to record TV shows digitally‚ and watch them when convenient for them. A.2. TiVo released an IPO in 1999 and price of stock has fluctuated significantly over the years. A.3. Tivo has had a difficult time in maintaining positive growth or consistent financial standings since its founding. B. Strategic Posture B.1. Mission B.1.1. TiVo has evolved from the pioneer
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TiVo is a digital video recorder that allows viewers to watch what they want‚ when they want to watch it‚ and it allows pause and instant replay functions of live TV by storing information on a hard drive. It gives they user or users to ability to create their own personal television schedule by using the regular television programs. TiVo’s features include the ability to fast-forward‚ ultimately skip‚ through commercials and also input their own viewing preferences. TiVo also has popular features
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