하버드 케이스 - TIVO

소개

하버드 케이스 중 TIVO에 관한
문제에 관하여 답한 리포트입니다.

참고로 영어 답안입니다.

목차

1. Analyze the situation from the consumer`s standpoint.
(1) What factors facilitate its adoption?
(2) What factors make adoption difficult?

2. Considering the stand point of the networks, the advertisers, and the cable/satellite companies: what do they have to do preparing for TiVo?

3. Thinking about the competition: What are Microsoft`s potential strengths and weaknesses in this market?

4. Explain the current new cable-TV market (e.g. Hana TV, IP TV etc.) of Korea. How about the possibility of diffusion of TiVo in Korean market. Who will be the primary customers?

본문내용

TiVo Case Discussion Questions

1. Analyze the situation from the consumer`s standpoint.

(1) What factors facilitate its adoption?

There are several factors that can facilitate its adoption in the market. First of all, we could talk about the advantage of "frontiersman". TiVo started to show up in 1999 and started to sell the item on March since nobody thought about this kind of item. At that time in United States, about 11000 thousands of Americans were using DVR and about 4000 thousands of those DVR users had started to use TiVo system. This was about one third of DVR users. Through this situation TiVo became very popular but it wasn`t always strong point.
Second, people started to watch TV program very unrestrictedly. They were not limited by the time. When we could say that remote controller made us free from the surface area, this TiVo made people free from the time limitation. Through the "Time Shift" function people didn`t need to match the time with TV. They could do other important things that they have to do instead of having a troubled mind.
Third, TiVo is very comfortable and easy to use even though you were a new user. The remote controller was focused on simplicity and this was aimed to "Couch Potatos".

참고자료

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