Tivo In 2002
TiVo in 2002: Consumer Behavior
1. What is TiVo? Is it more than a digital video recorder?
It is the initiator of PVR or DVR category. It is more than a digital video recorder regarding the revolutionary features it provides and the impacts of these features on people’s life.
• What immediate and end benefits does it provide consumers?
It provides benefits like enjoying TV programs more because of Trickplay features, having more flexibility in scheduling daily routines and more independence and control on TV programs.
• Is it a disruptive technology that requires significant behavior modification?
It is a disruptive technology because it changes the status quo by providing the initiative to conform TV programs or other media programs to your schedule and lifestyle. It affects TV viewing habits and daily personal life with changes such as better interactions among family members and friends (Exhibit 7). Besides subscribers, it also requires behavior modification of other related parties such as advertisers and networks (they have to keep pace with the changes provided by TiVo).
2. What factors made initial adoption difficult?
Since it is a disruptive technology, people have difficulty to recognize it. The lack of a clear communication might be a significant factor that made initial adoption difficult. Positioning it as a smart and friendly service that could improve people’s lifestyle is not enough to communicate its value or to address the right segment. Additionally, no specific segment is defined and addressed that made the initial adoption even more difficult.
3. Who were the early adopters? Did TiVo target the right group?
The early adopters were mostly young men. Since TiVo changes people’s lifestyle mostly by providing time flexibility and better control on TV programs and improves social...
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