Is TiVo Inc. and Its Struggle to Find Success in The Market Essay

Is TiVo Inc. and Its Struggle to Find Success in The Market Essay

Length: 999 words (2.9 double-spaced pages)

Rating: Better Essays

Open Document

Essay Preview

In this case study we will gain a better understanding of TiVo, Inc. and how it has struggled to find success in a market they are known to be the innovator. At this point there are very few television viewers in North American that do not know what TiVo does for TV viewing. However, most consumers do not know the history or struggles this company has been through since creating the product in the late 1990’s. After reading this case study it is clear the creators of the TiVo were visionaries but it is also clear they were not business people too. Sadly, this might be the eventual demise of the company that clearly had the market in the palm of their hand. We will examine some of their flaws and how TiVo might regain some of the momentum to become a profitable organization.
TiVo has had competitors for the first year that it was conceived which has made it difficult to thrive when fighting for market share. The two major competitors were DVR, and ReplayTV. All made their debut in 1999 and the Consumer Electronics Show in Las Vegas. Replay won the Best of Show award. (Pearce & Robinson, 2013) However years later no one remembers ReplayTV. Whereas TiVo and DVR has gone on to become household names in the market place. However in the early years of this technology TiVo thrive. Using clever marketing slogans such as, “It’s not TiVo unless it’s a TiVo”, “Simple enough you mother could do it, or “Hey if you like us, TiVo us.” Additionally, TiVo engaged in employing celebrities to endorse the TiVo brand. These are all time tested marketing strategies that work to help corporations dominate a market share and drive them to financial success. So why has TiVo dominated the market early but never turned a profit.
There is lit...

... middle of paper ...

...verything in the consumer’s home. Many techies would love to have a box that stores security video, TV, internet, photos and music. Make that Wi-fi and Bluetooth enabled so that they can access it anywhere in the world and you could be on to something bigger.

TiVo’s ultimate failure wasn’t the technology but it was in the business model. It is clear in the case study that not having a business executive running this company from its infancy, in a market with competitors with a well-established business model has stifled TiVo growth, in this industry.

Works Cited

Pearce, J.A., & Robinson, R.B. (2013) Strategic Management: Planning for Domestic and Global Competition. (13th Ed.). Boston, MA: McGraw-Hill/Irwin. ISBN-13: 9780078029295
TiVo cooperate website. (2014). TiVo International. Retrieved for this paper May 9, 2014 from, /international

Need Writing Help?

Get feedback on grammar, clarity, concision and logic instantly.

Check your paper »

Current Market Share in the Computer Industry and Success Essay examples

- Is Microsoft A Monopoly. In year 1999, Microsoft has been accused by Justice Department of United States as the corporation was suspected for using anticompetitive contracts with personal computer(PC) manufacturers to maintain unlawful monopoly. During that time, there were about 95 percent of PC with Intel processors running a Microsoft operating system(OS). On April 3,2000, Judge Thomas Penfield Jackson had came out with his conclusions of law. He stated that Microsoft had committed and attempted monopolization....   [tags: PC software market]

Better Essays
643 words (1.8 pages)

Hbs Tivo Case Analyais Essay

- TiVo's problem rests in its inability to convince consumers to change their television consumption habits. Improper targeting and positioning have led to an ineffective product, price-point and promotion strategy that has stranded TiVo in the chasm between the early market and the early majority. TiVo is a truly discontinuous innovation, a product that requires consumers to dramatically change their past behavior with the promise of gaining equally dramatic new benefits. TiVo's main challenge is convincing the consumer to buy an expensive product in a new product category....   [tags: Business Case Study]

Free Essays
2172 words (6.2 pages)

The Markets In White Goods Industry Essay

- In all ındustry, the marketing strategy has an important role of the markets success. Marketing issues involve lots of things such as pricing, advertising, product features, etc. All of them creates a whole which determines the market's quality and position in the industry. We can choose an industry, evaluate their marketing issues and compare them for be able to understand the competitive analysis. For example, lets choose white goods sector. Regal is one of the best in this industry, whereas the Delongi Bosphorus can be regarded from the one of lowest quality brands....   [tags: Marketing Strategy, Market Success]

Better Essays
931 words (2.7 pages)

Tivo Case Essay

- Tivo Inc, an assignment 1.0 Introduction The case is about the introduction of Tivo, a new service that provides the TV viewer the flexibility to watch what they want when. The product is expected to change the way people watch TV by offering them the flexibility in programming, skipping commercials, pausing live TV and recording programmes for future viewing. In addition, the service offers captures the subscriber's preferences and can automatically record programmes that are considered to be in this category....   [tags: Business Case Study]

Free Essays
1711 words (4.9 pages)

Can Two Such Different Companies Find Success In Today?s Market? Essay

- Only a few years ago, Cisco Systems was a struggling company who only the technologically educated had heard of. Today, Cisco Systems ranks as the number one or two company in most Internet technology. Anyone using the Internet today, will use one area or another of Cisco Systems. The driving force behind Cisco is their visionary CEO, John Chambers. How does a man who is dyslexic and doesn’t understand much of the technology his company makes become so successful in the Internet age. He believes in empowering his employees and surrounds himself with people who do have the technical knowledge....   [tags: essays research papers fc]

Free Essays
1527 words (4.4 pages)

TIVO Business Analysis Essay

- TIVO Business Analysis TiVo COMPANY BACKGROUND TiVo is a small black box which contains a digital video recorder that allows viewers to watch what they want, when they want to watch it, it allows Pause and instant replay of live TV by storing information on a hard drive. The TiVo Service represents what has been called the “Personal Television Industry” – Total control over the way you watch television. The company established manufacturing partnerships with well established firms like Philips and Sony, and also made some agreements concerning distribution through retail chains such as Best Buy, Circuit City and Sears....   [tags: Business Analysis Management Strategy]

Free Essays
1355 words (3.9 pages)

Television and TiVo Essay

- TiVo is the hottest in the United States today. Millions of people from all over the states buy something that finally is for once convenient for them. Many people in their households have at least some type cable server instead of basic television. The mission statement for TiVo should be providing viewers the control of what they watch and when they want to watch it. Putting viewers in control of their television-viewing experience in ways they never had before. The marketing objective for TiVo is to have sales hit a reach of 14 million homes by the year 2005....   [tags: essays research papers]

Free Essays
906 words (2.6 pages)

The Ethics of TiVo, DVR, and ReplayTV Essay

- The Ethics of TiVo, DVR, and ReplayTV     Abstract:  After a significant amount of debate and lawsuits about copyright and ethical issues surrounding VCRs in the 1980s, manufacturers and content-providers began to relax as consumers widely purchased the devices and in turn, began renting more videos.  In the end, everyone won as VCRs created a new movie rental market and also benefited consumers. But these days, technology does not need to be revolutionary to scare people and cause controversy; it only needs to be evolutionary.  In 1999, two companies - TiVo and Replay - introduced a slightly fancier VCR-like device called a digital video recorders (DVR) or a personal video recorder....   [tags: Technology Essays]

Free Essays
2039 words (5.8 pages)

Essay on TiVo

- Q1. Because TiVo and ReplayTV are shifting the power over viewing behavior from the broadcaster to the viewer, should broadcasters develop their own TiVo-like systems. Ans. Broadcasters don’t have to develop their own TiVo-like systems, however, TiVo and other similar systems should support broadcasters by giving them some power or help. This could happen by, for example, helping broadcasters to show different ads to different viewers, according to their interests. Q2. Should broadcasters try to block the sales of such devices legally on the grounds they contribute to copyright infringement....   [tags: essays research papers]

Free Essays
473 words (1.4 pages)

Tivo Case Study Essay

- Introduction TiVo was incorporated in 1997 they intended to create an interactive television system that developed the idea of recording digital video on a hard disk. TiVo allowed consumers to watch their T.V shows when they wanted to watch them by recording, playing back, and pausing live television. TiVo has now bundled its services with many companies, but at one point Direct T.V accounted for 70% of TiVo's costumers. Effective marketing and innovation have made TiVo the best known DVR in the industry....   [tags: Business, Case Study, solution]

Free Essays
975 words (2.8 pages)