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Tivo
1. Analyze the situation from the consumer’s standpoint. What is TiVo? What factors facilitate its adoption? What factors make adoption difficult? Who is TiVo best suited for?
(1) TiVo是DVR(digital video recorder)軟硬體整合技術的企業，消費者可將各項來源如傳統天線、有線電視、直播衛星及透過區域網路(LAN)，以指定或邊看邊錄的創新體驗．透過EPG(Electronic Program Guide)介面，依方便的時間享受以電視為核心的數位家庭娛樂．
(2) 下列以學者Roger提出的「創新擴散」理論中ACCORD模型來說明吸引消費者及阻礙因素：
Factors Influencing the
Adoption Process
What factors facilitate its adoption?
What factors make adoption difficult
(Relative)Advantage
TiVo化被動為互動，顛覆消費者的模式與習慣，以專屬硬體和軟體讓消費者掌握電視節目控制權，利用時間差效應(time shifting)，以錄製預先指定的電視節目．
需要改變人類觀賞電視的模式、大規模改變人類的習慣，甚至去改變深根蒂固了50年以上的行為．
Compatibility
根據消費者的使用紀錄，了解收視習慣和偏好，推薦節目並自動錄製達到個人化服務．
消費者習慣非一夕轉變，軟硬體使用者介面未標準化．
Complexity
突破傳統以瀏覽方式的操作介面包括遙控器及EPG結合錄放影機及各項資訊，內容的串流功能．
面對功能過多且複雜的產品、需詳盡的解釋及操作示範，消費者才能接受．
Observability
有名人代言效應，在每超過兩千萬家庭，影視名人、政商名流、連總統都愛用；獎項加持產品效能，科技網CNET遴選為史上最受歡迎前三大3C風雲產品；並獲三座艾美獎．
創新產品缺乏參考對照產品，消費者難以清楚定位；創新產品全新功能，不容易向消費者說明解釋．
Riskiness
消費者跳過廣告，黃金時段不見了，電視網路業者與廣告業者須另循途徑．
紀錄追蹤收視習慣和偏好，有隱私權，被監視疑慮．
Divisibility/Triability
運用網路外部性來擴大客戶群以解決產品難受歡迎但銷售量欠佳的情況．
缺乏清楚的品牌定位及良好的溝通策略.
(3) TiVo的創新在解決並滿足現有產品市場中尚未被開發的獨特需求，據Forrester對科技客戶層分析，下列Technographics表為early adopter中的Customer segmentation．
Motivation
Attitude & income
Career
Family
Entertainment
Optimistic & High income
Fast Forward
New Age Nurturers
Mouse Potatoes
Optimistic & Low income
Tech-Strivers
Digital Hopefuls
Gadget-Grabbers
Pessimistic & High income
Hand-Shakers
Traditionalists
Media Junkies
(4) 依據上述，客戶為以下三種：
有限的個人時間以致於錯過偏好節目的人．
重度電視觀眾群．
對Super VCR的期待．
2. Now adopt the standpoint of the networks, the advertisers, and the cable/satellite companies: What do they want TiVo to be? Thinking about the competition: What are Micrisoft’s potential strengths and weaknesses in this market?
(1) 以下圖說明個角色：
Stakeholder
Role
Competitive situation
The advertisers;The TV audience
Bargaining Power of Customers
Buyers
The networks;The Cable/satellite companies
Bargaining
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