Ti Vo. What Is Ti Vo, From The Customers Point Of View? Target Market. Stakeholders. Strenghs. Weaknesses. Current Situation. Action Plan. Communications Plan

1405 words - 6 pages

Iniciada en 1999, TiVo es la creadora de servicios de televisión para grabadores de video digital (DVR)Cifras:42 mil suscriptores - 14.000 por trimestre0,04% de penetración de mercadoUS$ 424 MM ingresos - US$ 24 MM pérdidas (Marzo 2000)Precios de VentaHardwareUS $449 equipo hasta 14 horas grabaciónUS $999 equipo hasta 30 horas grabaciónServicioUS $9,95 mensualUS $99 anualUS $199 de por vidaQUE ES TIVO?Un servicio de entretención que facilita el acceso a lo que el televidente realmente desea ver en la amplia oferta disponible en TV cable/satelital. Así los consumidores pueden estar "a cargo" de lo que ven.Consta de dos partes, la Unidad TiVo que es el Harware o DVR en sí y el Servicio TiVo.La Unidad TiVo se conecta a la señal de TV cable/satelital y al televisor, permitiendo grabar con 4 calidades diferentes de imagen un máximo de 30 horas.Permite pausar, retroceder y acelerar programas en vivo o grabados."TiVo season pass" permite al televidente grabar cada episodio de sus shows favoritos cada vez que se exhiben.El sistema sugiere programas de acuerdo a las preferencias del televidente: actores, temas, etc..La guía de programas electrónico permite:Acceder a la revista de programación realizada por TiVoVer avances de los programas disponibles para grabarEspacios en donde las cadenas de TV publicitan sus showsGuía en pantallaADOPCIONFACILITADORESEs compatible con cualquier tipo de sistema de televisiónEstá disponible en todo el país a través de los retailers Best Buy, Circuit City y SearsCuenta con el respaldo de las marcas Sony, Phillips (fabrican, distribuyen y promueven)BARRERASLa mayoría de sus funciones son difíciles de explicar, ya que deben ser experimentadasRequiere la compra por separado de una "TiVo box" y del pago mensual del servicioTiVo es una innovación que requiere que los consumidores cambien dramáticamente su comportamiento con la promesa de ganar muchos beneficios.Para la mayoría del público es percibido con un VCR caroNo cuenta con ninguna alianza con algún proveedor de TV cable/satelital, de modo de arrendar el equipo en lugar de venderlo.MERCADO OBJETIVOTiVo es más apropiado con el segmento que cuenta con siguientes características:Hombres en su etapa de adulto jovenClase mediaTienen más tendencia - ingreso disponible para gastar en entretenimientoPrefieren la tecnologíaPueden actuar como referentesLa idea es hablar a este grupo y desde ahí abrirse al mercado como un todo, partiendo por las familias jóvenes y grupos que no sean reacios a la tecnología.INTERESADOSCADENAS DE TVDesean mantener la capacidad de ubicar shows de acuerdo al horario en que el público está frente a los televisores.Entonces le sería útil que TiVo respetara al menos un "rango horario" de modo de que, por...

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