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Annemieke Verwoert Student number 03486 Nyenrode University October 2nd 2003 Case TiVo Watching what you want to watch when you want to watch it TiVo represents a unique combination of media and technology - a powerful alliance of strategy and culture that promises an extraordinary new universe of entertainment right at your fingertips - Jim Barton TiVo co-founder senior president and CTO TiVo has experienced astronomical growth since its incorporation as Teleworld Inc in August 1997 by Michael Ramsey and Jim Barton The two entrepreneurs had the greatest ideas of equipping homes with a special home network that would integrate all the household communication devices This seemed a little overambitious and therefore they decided instead to focus only on the television But after fourteen months of the launch TiVo managed to reach only a penetration of 04 but of those 72 of the owners claimed that TiVo had made television viewing a lot more fun TiVo successfully convinced the market of its enormous potential through the technology developed for this Personal Video Recorder PVR and through its wide network of superior alliance partners like Philips and Sony and distribution partners like Best Buy Circuit City and Sears As the competition has improved its capabilities the question that has emerged is whether these partners will help the company to profitabilityor will the competition overtake TiVo first 11 - The following business model was made for TiVo 12 - Analyse the situation from the consumers standpoint What is TiVo What factors facilitate or hinder its adoption Whom is TiVo best suited for TiVo helps customers be more efficient in watching television The device would help manage the large quantity of television programming that is being broadcast at any given point in time Consumers could not effectively navigate through the massive supply of channels that satellite and cable television providers were offering Using a VCR the only alternative device
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