Product

Set-top box interface between Television and broadcast feed. Manufactured, distributed through Sony and Philips retails. Available in major stores. Records Tv shows for 30 hours 30 minute cache helps to rewind,fast forward etc

Price
Two models 14 hour and 30 hour priced at $499 & $999 respectively TiVo service scheme @$9.95 per month,@$99 per year and @$199 lifetime

TiVo
Promotion
Catchy communications with a humorous tone advertisement Network executive commercial yet to be launched Various aspects of TiVo such as pausing,replaying not easy to explain one option was to just let customers speak of their satisfied experience with TiVo

Place

Strength
Unique feature to pause Live Tv Can record 30 hours of Tv program Gives live feedback and preferences using Thumbs up/down button With EPG, the viewers had an access to preview shows,video magazine and on -screen TVguide

Weakness Onscreen program guide confusing; The Screen has issues like glitches; breakup or freeze intermittently. It calls for changing the habit of people watching the television Lack of awareness about the product and its applications like replaying, pausing etc No concrete selling and distribution plans. The sales man have their own version of selling the product.

SWOT
Oppurtunity
Can revolutionize television industry by joining hands with incumbent players ,ad makers etc Can target huge customers base - couch potatoes with personalized ads campaign and customized programs Availability of data and feedback and prefernces stating proceses Network have multiple advantages in terms of tracking highly viewed shows, helps in scheduling programs at best timings

Threat Serious competition from players like Relay Tv, Ultimate Tv (Microsoft product), Jovio, Seagate tech & Thomson & Commercial DVD players Price too high -no reference point Brand and category awareness in rudimentary stage

20000 12310 5342 0 Mar/99 Nov/98 May/99 Jan/99 Sep/98 -2680 -3995 8 Jul/99 Sep/99 -5515 -6113 33 Nov/99 182 Mar/00 Jan/00 424 May/00 719 Nov/00 Jul/00 Sep/00 Revenues Net loss -20045 -24055 -30000 -34892 -40000 -29436 -36770 -36861

10000

-10000

-20000

Sep-98 Subscribers( approximate) Revenues Cost and expenses Cost of services R&D Sales and marketing 0 0

Dec-98 0 0

Mar-99 0 0

Jun-99 1 8

TiVo results Sep-99 Dec-99 2.5 33 18 182

Mar-00 32 424

Jun-00 48 719

Sep-00 350 5342

Dec-00 800 12310

0 1659 354

0 2146 567

689 1596 2168

636 1859 1847

749 2327 5323

1993 3945 15164

4168 4678 9180

4988 5679 11384

5969.324 6894.194 14117.15

7143.712 8369.416 17506.5

Sales and marketingrelated prices General and administrative Stock based compensation other operating income Loss from operations Interest Income Interest expense and other Net Loss

0 706 0

0 1337 0

0 1125 0

382 1057 187

4946 1757 501

9844 3088 842

4547 2691 969

5349 3631 919

6292.457 4899.354 871.58

7402.321 6610.759 826.6068

12

201

4808

2213

-2719 46

-4050 55

-5590 53

-6161 224

-20378 614

-36907 2022

-25809 1824

-31231 1907

-33702.1 1993.777

-35549.3 2084.502

7 -2680

0 -3995

2 -5539

176 -6113

281 -20045

7 -34892

70 -24055

112 -29436

179.2 -31887.5

286.72 -33751.5