TiVo Case

Essay by kamilledc September 2014

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Title of the Case: TiVo 2008

Time Context or Period: 1999-2008

Summary of the Case:

TiVo gained a huge number of subscribers for its digital video recorders (DVRs) that offered a variety of advanced features. It gained a huge market share in the entertainment industry because it gave the customers the power over their preference on television shows. Although TiVo had a rough start in entering the entertainment industry and the founders found it difficult to fully explain what TiVo is really all about, it still managed to enter the said market and be the leader for DVRs. TiVo was able to capture its customers by providing a well-known remote control that gave the user the power to replay, record, and even "slow mo" different TV shows and by providing shows with no commercial breaks in between. Despite its offer to customers of giving commercial-free shows, TiVo still maintained good relationships with advertisers by using "pop-up ads", which also gave the company an additional opportunity to earn revenue.

TiVo remained on top when in came to DVRs until its partners like DirecTV decided to develop its own DVR device and gave it as a "freebie" for its cable subscribers. TiVo then became partners with Comcast, and even agreed to provide the software to be used for Comcast's DVR platform. TiVo found an opportunity to regain its place in the market when high-definition products became the trend. It was able to cater its target customers with its TiVo SERIES3, but later on, its competitors were also able to produce a product to compete with it, which were sold or leased at a lower cost.

Mission/Vision Statement:

"Redefine home entertainment by providing consumers with an easy and intuitive way to record, watch, and control television and receive videos, pictures,