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What is Tivo The company TiVo is an innovative company that offers product to those consumers who like to have more control on the TV programs they watch TiVo acts as the portal for the world of television just as search engines have evolved into portals for the Internet The result is the delivery of individualized content directly to the consumer The product TiVo allows customers to customize their TV program content and timing TiVo consists of a physical unit a digital video recorder interfacing between the broadcast feed and the television and a service which can be subscribed to for recording TV programs The unit can then play back the recorded content as and when the user desires Who is TiVo best suited for TiVo is best suited for People who love to have fun with new technologies People with high income TV lovers but with limited time available for favorite TV programs Parents - make kids study at the right time teach sports using slow motion feature Kids - to see their favorite cartoon shows etc which are aired while they are at school People living alone who find solace in watching TV The Appendix Customer segmentation shows these customers segmented by age The Appendix Factors influencing adoption of the product describes whywhy not TiVo has been able to reach out to these customer segments The Environment The main players in TiVos industry environment are the network operators the advertiser and the cable operators Network operators They want TiVo to be a mirror reflecting the audiences preferences so that they can better negotiate with the advertisers on charging more for advertising at an odd-time Also the information from TiVo could help them produce better and more relevant shows Advertisers The advertisers want TiVo to be a source of consumers viewing preference data so that they can focus their
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