Tivo, what went wrong

Essay by jorisrallyeUniversity, Master'sA-, January 2004

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TiVo's business model

The TiVo business model helps the company reaching their goals of providing consumers an easy-to-use interface between the confusing amount of television channels line-up and what people would actually want to watch on their TV, at any given time of the day.

Competitive advantages:

1.TiVo recognizes the preferences of it user and automatically records them.

2.TiVo was the first company in the market that offered a product in this category.

3.TiVo users can decide what they want to see and when they want to see it, also commercials.

4.TiVo has partnerships with prime consumer brands like: Sony and Philips.


I.TiVo is developed as an entertainment service.

II.Consumers want control over what they see.

III.TiVo was a whole new concept that would interest the consumer.

IV.With an excellent marketing strategy TiVo can be the market leader.

V.TiVo was distributed and promoted by Sony and Philips.

VI.Sony and Philips have a good reputation.

VII.TiVo can think for its users about recording a television program.

Analyse from the consumer's standpoint

What is TiVo?

The physical TiVo unit is a set-top box that interfaces between the broadcast feed and the television. TiVo is a system that recognizes and records the favourite television programs of its users, every time the show is brought on television, even if the schedule changes. The TiVo is connected to the cable company and it even filters commercials out. With TiVo consumers can watch what they want, whenever they want.

What factors facilitate or hinder its adoption?

When TiVo was introduced to the market there were positive factors that helped TiVo being adept by consumers and there were also negative factors that hindered the adoption. The factors that played a role are described below.

Positive factors:...