TIVO PR
hy is it hard for TiVo to do PR?
Doing PR for TiVo is extremely difficult as the case illustrates. At the most fundamental level the benefits of the system are not easily defined through common allegories, as there are no comparable products or services available (during the period of the TiVo launch and case study timeframes). Compounding these challenges is the lack of feature richness and lack of user ergonomics and support for customizing workflows to meet the unique needs of customers. Unlike other services that will align to the specific preferences or needs of a customer, the TiVo does not. These limitations have made getting consumers to change their habits extremely difficult.
Extending beyond the product itself and its innate challenges in terms of messaging and PR, there are the further channels of managing the distribution channel as well. Classical consumer electronics distribution channels are designed to support complex…...
mlaWhat is particularly challenging about this from an ethical standpoint is that there is no notice given to the person being monitored that they are being studied. Further, the depth of these psychological profiles have not been disclosed to the general public, so while the author of this article states the five dimensions of personality, there is actually no clear definition of ethical boundaries given (Economist, 2013). What is troubling about this from an ethical standpoint is that any company or government organization could use this technology to monitor a person and they would be completely unaware. The entire technology, without opt-ion, presents a significant challenge from the standpoint of rights to digital and online privacy not easily solved with an algorithm that can parse widely available public data.
Source: Personality, Social Media and Marketing: No Hiding Place, The Economist Online. March 25, 2013 Source: http://www.economist.com/news/science-and-technology/21578357-plan-assess-peoples-personal-characteristics-their-twitter-streams-no
Write about servant leadership and Strategic Corporate Social Responsibility should include ( Students will propose and devise a corporate social responsibility (CSR) project for their employer (current or past). As such they will design the project so that it creates value for one or more stakeholders. The proposed program should be consistent with Porter and Kramer's (2006) criteria of "strategic CSR" so that it also creates value
As DirectTV appears to be the majority of DVR distribution today and a viable future competitor, look to balance out the risk of being too reliant on them with retailing relationships driven by bundling of lifestyle and line-of-interest channel content. For example there could be the sports bundle that includes ESPN HD for free for a year. This would serve to lock out competitors and also grow the advertising model base necessary for the company's pursuit of profitable cash flow.
Third, TiVo could revolutionize the entire industry and make their services plans marked by simplicity and ease of understanding. As the case study shows there is a high level of complexity and confusion in services plans; drastically simplifying them would be a major competitive advantage.
Exhibits
Table 1: Financial Ratio Analysis (1999-2003)
TiVo Inc. Financial Ratio Analysis
Profitability Ratios
Return on Equity (%)
Return on Assets (%)
Return on Investment
Gross Margin
EBITDA of Revenue (%)
Operating Margin (%)
Pre-Tax Margin
Net…...
In Media Economics: Theory and Practice, Alexander, a., Owers, J., Carveth, ., Hollifield, C.A., & Greco, a.N. (Eds.) (pp. 149-170). Mahwah, NJ: Lawrence Erlbaum Associates. http://www.questia.com/PM.qst?a=o&d=104347833
Alexander, a., Owers, J., Carveth, ., Hollifield, C.A., & Greco, a.N. (Eds.). (2004). Media Economics: Theory and Practice. Mahwah, NJ: Lawrence Erlbaum Associates. http://www.questia.com/PM.qst?a=o&d=5017691928
Digital Freedom Campaign Begins; Claims a ight to Download. (2006, October 26). The Washington Times, p. C09. http://www.questia.com/PM.qst?a=o&d=5002563949
Fischer, .L. (2003, November). It All "Adds" Up: TV Commercials of the Future "With Pressure from [Digital Video ecorders], Advertisers and Ad Agencies Searching for Something to eplace the 30-Second Commercial Are Utilizing Placement with a Vengeance, Especially in Game, eality, Ad Lifestyle Programs.." USA Today (Society for the Advancement of Education), 132, 62+.
Gough, Paul J. (2007, April 2007). etrieved December 4, 2007 from: www.hollywoodreporter.com/hr/content_display/television/news/e3i036db8c219cd6574ba75d470b7ce1f7
Mccombs, a. (2006, May). Coming to a TV near You: Changes in Technology Give Viewers More Options Than Ever. Black…...
mlaReferences
http://www.questia.com/PM.qst?a=o&d=104347833
Shaver, M.A. (2004). Chapter 12 the Economics of the Advertising Industry. In Media Economics: Theory and Practice, Alexander, a., Owers, J., Carveth, R., Hollifield, C.A., & Greco, a.N. (Eds.) (pp. 249-262). Mahwah, NJ: Lawrence Erlbaum Associates.
Marketing
TiVo Case Analysis
Who should TiVo's target market(s) be?
TiVo's target market should be the mass consumer market. The article notes that TiVo is faced with a choice between speeding consumer adoption or striving for increased levels of innovation to differentiate themselves from competitors. The best option for TiVo is to aim for the mass consumer market to speed consumer adoption. There are several reasons for this decision.
The first reason is that the consumer is the end-user and the one with something to gain from TiVo. This makes the consumer the most likely to adopt the new technology. This also means that TiVo will be able to market the product to consumers more effectively than to other parties who have less to gain. The article also shows that TiVo has already put significant resources into developing the technology and that the technology is better than what the competition offers. If this can…...
The evangelists will be more than willing to put up with any kind of marginal performance form its navigation, with the early adopters often finding the navigation of initial screens like a game to be solved and won. For the mainstream user however, these screens can be exceptionally challenging and difficult to overcome. And the mainstream customer is where TiVo could have taken off.
For the couch potato, time is not that much of an issue as they are on the couch all day long watching TV. The time continuum means nothing to them, while the experience is very important. The marketing in its present form however is very utilitarian-based and does not appeal to this group fo customers whatsoever. For the NBC executive the ability to monitor logs to see which commercials are seen or not, and to see which programs are most and least watched are a goldmine…...
Many financial analysts including Oppenheimer (2006) expect to see acceleration in subscriber growth. The consensus of industry analysts including IDC and Forrester esearch is that DV subscriber growth will hit a 60% CAG over the next three years. We expect it to slow to 45% and 16% annual growth in 2007 and 2010, respectively. By the end of 2010 IDC estimates there will be roughly 52 million DVs in the United States. Assuming an $8 monthly billing rate, we estimate the DV market will be a $5.0 billion revenue opportunity according to IDC (2007).
Figure 1: Comparing DV Product Segments Adoption ates
Industry Chain Process
The industry relies primarily on a multi-pronged approach to distribution, as is shown in Figure 2. The figures included throughout the analysis highlight the distribution of DVs by the specific channel shown. 60% of total DVs flow through the DirectTV channels, and the remainder are sold through…...
mlaReferences
Oppenheimer (2006) - Oppenheimer Equity Research. TiVo - Can TiVo Grow Profitably? Initiating Coverage. October 12, 2006. San Francisco, CA,
IDC (2006) - Content, Content Everywhere. White Paper authored in conjunction with Accenture and IDC. 2006. Accessed on May 10, 2007 from location: http://omnikron.typepad.com/ctc/21-June_Acc_Media_Content_Survey_1.pdf
IDC (2007) - the Expanding Digital Universe. White paper authored by International Data Corporation. Accessed on May 10, 2007 from location:
Due to limited company market capitalization it must strive even harder than those with big market cap to outsource production and face the optimal level of quality to cost ratio. The company must diversify the distribution and supplying sources and sing long-term contracts in order to achieve stability.
The distribution channels must be expanded and the products must be found in many more places than presently in only several chains with which the company coordinates.
The other main issue is for the company to come up with completely innovative services and products it can offer to the clients, as the past services are obviously already have at the downturn of their life cycle. This is the only way for the company to become profitable and start growing. The management can go into joint venture with another competitive company on the basis that the partner will invest into &D activities, and the…...
mlaReferences Available at http://investor.tivo.com/faq.cfm
(eilly, 1980) The program had the highest per episode viewer ratings of any before it and the plot has been called "the shot cheered round the world." (eilly, 1980) Another great example is the M.A.S.H. season finale, as the program held a huge record for most viewers of any finale in television history and the viewership record has served as an enduring benchmark in television until the Super Bowl XLIV, in 2010, when the battered city of New Orleans LA sent the Saints to the super bowl and the whole nation was rooting for triumph for the city, and the team. Many contend that the viewership rating was skewed in large part due to the expansion of the Nielsen system as well as the vast number of televisions in homes today, as compared to the M.A.S.H. finale in 1983. According to the record the M.A.S.H. finale had 105.97 estimated…...
mlaReferences
Fishman, M., & Cavender, G. (1998). Mark Fishman, Gray Cavender. New York, NY: Aldine de Gruyter.
Klowden, K., Chatterjee, A., & DeVol, R. (2008, June). The Economic Impact of Digital Distribution. Retrieved August 1, 20010 from http://www.milkeninstitute.org/pdf/writers_strike.pdf
NFL Wire Reports. (2010, February 8). Super Bowl XLIV beats 'M-A-S-H' finale for U.S. viewership record. NFL.com, Retrieved August 1, 20010 from http://www.nfl.com/superbowl/story/09000d5d8164bc7b/article/super-bowl-xliv-beats-mash-finale-for-us-viewership-record .
Reilly, S. (1980). Who Shot JR? People, 14 (2), Retrieved August 1, 20010 from http://www.people.com/people/archive/article/0,,20076970,00.html .
CRM strategy should analyze customer segments and make the appropriate determinations on whether each segment is profitable for their business and how to affect the purchase patterns of the segment so the business can experience the profitable attributes of CRM; loyalty purchasing, cross selling, up selling, etc. Direct Mail fits perfectly into the customer communication strategy for customer segmentation. ith variable printing and data rich files a company can use their intelligence and print relevant Direct Mail that will move customers toward the purchase decision. Additionally customer communications should also enable the company to learn more about the customer over time so that it acts upon that information to better meet customer needs in the future. This is building "learning relationships" with customers, a fundamental CRM concept. A feedback loop must be built into the process so that the company can continually learn more about customers and their needs in…...
mlaWith that, from full house advertising, the board, stock holders, senior management team, and the union are the main groups have been engaged with the current situation.
CRM strategy should analyze customer segments and make the appropriate determinations on whether each segment is profitable for their business and how to affect the purchase patterns of the segment so the business can experience the profitable attributes of CRM; loyalty purchasing, cross selling, up selling, etc. Direct Mail fits perfectly into the customer communication strategy for customer segmentation. With variable printing and data rich files a company can use their intelligence and print relevant Direct Mail that will move customers toward the purchase decision. Additionally customer communications should also enable the company to learn more about the customer over time so that it acts upon that information to better meet customer needs in the future. This is building "learning relationships" with customers, a fundamental CRM concept. A feedback loop must be built into the process so that the company can continually learn more about customers and their needs in order to improve the relevancy of its communications and offering in the future. Mail can provide the channel for this feedback, both in direct correspondence and by sending customers to web site, 800 #s or whatever channel they prefer"(CRM 2007).
From there, the board and senior management team have been trying to relocate the company into a better position so that the future of the company will be secured. This promising future will be able to support jobs that are available at the present time and create others.
technology are often widespread and have the possibility to change the way humankind operates within itself. Technology paves the way for new technology creating a system of seemingly eternal growth and unlimited potential. It is therefore important and worthwhile to investigate and highlight certain aspects of the ways technology impacts different environments. Customers of technological products, at the end of the supply chain, are the ultimate decision-makers and cast the most powerful vote if whether or not a technology will survive in market conditions. The new relationships and logistical requirements when a company introduces a new piece of technology often complicates and distorts its original essence. The purpose of this essay is to investigate technology to analyze and compare and contrast the different aspects that technology impacts upon different segments of a society and in market situations.
The digital video recorder, a relatively recent piece of technology, is the focus…...
mlaWorks Cited
Miller, P. (2008). Commercial skipping to cost $8 billion in TV ads this year? engagedet.com Viewed on April,17 2011. to-cost-8-billion-in-tv-ads-this-year/http://www.engadget.com/2006/05/05/commercial-skipping -
Stetler, B. (2008). A ruling may pave the way for broader use of DVR. The New York Times.
Retrivied from ss&adxnnlx=1303491785-lpw3e/vdpZnC4aLtH2m5Hghttp://www.nytimes.com/2008/08/05/business/media/05adco.html?adxnnl=1&ref=busine
Wells, E.K. (December 8, 2010). DVR adoption accelerates-but hope remains for 30-second spot. Retrieved from http://www.tvgenius.net/blog/2010/12/08/impact-dvr-adoption/
Business
Management
For most of us, dealing with money has been altered by technology. Most of us use money out of ATM's or we pay bills with online banking just as easily as we change channels on a television. Obviously printing presses and paper cutters create our physical money, but how is the idea of money really created? Do banks and laws really make the idea of money? This essay evaluates the efforts of the Federal eserve System, often called the Fed, in terms of regulating the money creation of financial institutions?
Congress passed the Federal eserve Act near Christmas in 1913 and that established the Federal eserve Banks and also created a more elastic currency and established new legal controls over the commercial banking industry. The Federal eserve is the central bank of the United States and is made up of 12 regional Federal eserve banks that are overseen by a seven-member…...
mlaReferences
Cisco Systems. (2009)." E-marketing." Retrieved on November 23, 2009, from http://www.cisco.com/ .
FED. (2009). "Structure: Responsibilities." Retrieved on November 23, 2009, from http://www.federalreserve.gov/pubs/frseries/frseri.htm
Mishkin, Frederic S.. (2002). "The Economics of Money, Banking, and Financial Markets." 6th ed.. New York: Addison-Wesley Publishing.
Syndication, the power of networks like CBS and Viacom to relinquish and maintain their lesser competition like UPN through hackneyed reruns, was officially undercut by the age of in the internet, which saw middle school and college-age music junkies successfully distribute media for free online, en masse. The network era of the 1960s and 70s was one of the rerun empire, but the cyclical liberty provided by a wired audience forced TV networks to find new programming and reshape the "ancillary afterlife" of well-loved shows in the digital epoch. As a result, four major changes by purposeful agents to syndication directly preempted the death of the television at the hands of new media.
The first of these changes was a reanalysis of the "shelf life" of a program. While syndication remains an important aspect of the media world, it was been forced to mix reruns with a "collage" of marketing campaigns…...
Technology Affects Advertising
The world has changed and it seems obvious that it will continue to change. Businesses today need to please both shareholders and customers and the only way they will be able to do that is to also change. In other words, in order to meet growth, quality and social expectations, organizations will have to continuously reinvent themselves in order to capture new and future business opportunities. In this highly global and technologically advanced business environment, traditional methodologies need to be reevaluated. It is no longer acceptable to perform or initiate business, marketing or advertising ventures in a 'business as usual' manner. The bar keeps being raised as new expectations and standards are set. This line of reasoning has affected many aspects of our lives because new technologies dictate media choices such as print and television. This report therefore aims to present three ways in which change in…...
mlaWorks Cited
Durgee, Jeffrey F., Gina Colarelli O'Connor, and Robert W. Veryzer. (1996). "Translating values into product wants." Journal of Advertising Research Vol. 36.
Syndication
The Cultural and Financial Implications of Syndication -- for actors, television audiences, and the industry as a whole
The most recent hit television show to come to an end was the popular NBC sitcom "Friends." The show was one of the last mainstays of NBC's long-standing but faltering 'Must See TV' Thursday lineup. This lineup used to include "Seinfield" but has now dwindled to a faltering "ER" and little else, a show that is also syndicated and likely to end soon, given its declining number of viewers. hat was so interesting, however, in terms of the death of "Friends" as a cultural mainstay, was not the loss of this rather pedestrian sitcom, but the fact that even more than the content of the final episode, the question in the media was often -- how much would the actors receive for their performance in the show, and how much was the undisclosed…...
mlaWorks Cited
100 Episodes." Webopedia. Last modified Febrary 7, 2004. http://en.wikipedia.org/wiki/100_episodes
CNN. "NBC Pays Friends 22M." Febrary 12, 2002. http://money.cnn.com/2002/02/12/companies/friends/index.htm#TOP
Isidore, Chris. "Friends Quick Return -- to DVD." May 6, 2004.
CNN.com. http://money.cnn.com/2004/04/27/news/fortune500/friends_dvd/
Netflix is one of the most innovative companies of 2014. They are an internet TV business. They provide online streaming content, including DVD/Blu Ray rentals shipped directly to the home of subscribers. The company's CEO is Reed Hastings. Netflix's main headquarters remain in Los Gatos, California. It boasts 2,022 employees towards the end of 2013.
A brief background reveals Netflix.com was founded on 1997 and its mission statement at the time was to offer online movie rentals. In 1999, the company began offering a selling and subscription service. That same year the secure $30 million from Group Arnaul as investment capital. In 2000, the company launched CineMatch, a personalized movie recommendation service.
In 2002, the IPO brought the company 850,000 members. In 2006, the business announced a prize of $1 million for ten percent improvement in accuracy of recommendations. In 2007, Netflix introduced streaming. In 2008, Netflix collaborated with consumer electronic…...
mlaWorks Cited
Trice, Alex. 'How Netflix Is Winning At Content Marketing'. Paceco.com. N.p., 2015. Web. 21 Feb. 2015.
The Enigmatic Duel: Comparing the Elusive Hedgehog and the Cunning Fox
Introduction
The realm of nature abounds with captivating creatures, each possessing distinctive traits and survival strategies. Among these fascinating animals, the hedgehog and the fox stand out for their contrasting yet intriguing qualities. This essay delves into a thorough comparison of these two creatures, exploring their physical attributes, behavioral patterns, and ecological roles, unveiling the profound differences and unexpected similarities that define their enigmatic existence.
Physical Disparities and Defensive Adaptations
Hedgehogs and foxes exhibit striking physical differences that reflect their respective adaptations to their environments. The hedgehog, with its diminutive size and globular....
Topic Idea 1: Primate Social Structure and Hierarchies
- Discuss the diverse social structures observed in primate species, ranging from egalitarian to strictly hierarchical systems.
- Analyze the factors contributing to the formation and maintenance of social hierarchies in primates, such as dominance, kinship, and alliances.
- Explore the mechanisms used by primates to communicate social status, such as vocalizations, body language, and facial expressions.
- Investigate the implications of social hierarchies on the behavior, mating strategies, and reproductive success of individual primates.
Topic Idea 2: Primate Communication and Language
- Discuss the various modes of communication employed by primates, including vocalizations, gestures, facial expressions, and....
Our semester plans gives you unlimited, unrestricted access to our entire library of resources —writing tools, guides, example essays, tutorials, class notes, and more.
Get Started Now