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Tivo case
TiVo in 2002: Consumer Behavior
Before reading the case, go to www.tivo.com, and watch the TiVo demo. it more important then all other appliances besides their microwave and cell phone.
I really enjoyed the consumer response of their reaction to attempt to fast forwad through non-TiVo shows. Or the guy listening to the radio, wishing he had TiVo to catch all they were saying. Interesting. 2. Describe the propotypical TiVo consumer. How do they differ from you? The early customers of the TiVo were mostly young, and mostly male. Looking at the dempgraphics Exhibit 5 specific to users before 2001 it shows 37% single men, and only 6% women. 57% were married (I will assume from the single survey it was the men in the relationship driving this purchase in the family). The two age groups with the highest amount was 25-34 & 35-44. The vast majority had finished college. Perhaps that is connected with the higher end salary range. This dempgraphic is surprisingly similar to me a 30 year old married male, (who until recently was in this higher income range). This certainly fits my dempgraphics, however, I still do not own TiVo. 3. Which VALS category did the early adopters likely fall into? Experiencers - ■Experiencers (13 percent). These people are young, vital, enthusiastic, impulsive, and rebellious and seek variety and excitement. They are avid consumers and spend much of their money on clothing, fast food, music, movies, and video. 4. The current purchasers? ■Achievers (14 percent). They are successful career people who feel in control of their lives. They are committed to work and family and buy established, prestige products and services. They live conventional lives and are politically conservative.

Launched 1999 as a bundle slow start. Problem defining and communicating a clear unifying meaning for TiVo. Competitor Microsoft UltimateTV. Could improve lifestyle.
Current subscribers 380,000 quartlery growth rate 36%,...
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