Before seeing Tivo’s mistakes while marketing the product let’s have a short introduction about Tivo. Digital video recorders (DVRs) like TiVo use computer technology to store and record television programs, much like a VCR. In addition to its innovative reputation, it has several unique features that distinguish it from normal VCRs. A digital video recorder called the TiVo was introduced in 1999 by TiVo Inc.

TiVo may only be used if you have a cable or satellite TV subscription. In the same way a computer stores data, TiVo records show a series of 1s and 0s.

Meanwhile, it’s stored on a hard disc and may be accessed at any moment by the user. Compared to a cassette tape, the TiVo’s hard drive is far more efficient and can store hundreds of hours of television. It can also preserve high-definition programs, which VCRs cannot (if your cable or satellite operator supports it).

Tivo and its functionality

If you have a TV and a cable box, you can use TiVo. Once the cable or satellite feed is connected, a second coaxial cable is added to the television. RCA A/V connectors and HDMI cables may connect multiple HD TiVos. To acquire updates and instructions, your TiVo relies on your phone connection, although this does not impair the normal functioning of your phone.

Playback on a TiVo is the same as on a VCR. You may travel back in time with a single click, skip forward to sections you don’t want to see again, or stop the show completely.

Alternatively, you may exit the app and return later to see what’s happening. With TiVo, you may take a pause, examine a previous segment, and then fast-forward to continue watching the current show, which is one of the main benefits of TiVo. At least one hour of live programming can be recorded on most TiVos, which you may stop and resume at any point.

Recording and watching a show simultaneously is one of TiVo’s many advantages over standard VCRs. The “Favorites” software analyses your watching patterns and recommends more episodes based on your preferences.

You may transfer programs from your TiVo to a computer, iPod, or similar device using USB ports and the Internet for later viewing. You may call or book them online to record the shows you want on your TiVo (Vaux, n.d.).

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The trivial Tivo’s mistakes made in its marketing strategy


Disruptive technologies are attracting interest because they may represent a threat to existing businesses (Christensen, 2004). Disruptive technology is often discussed regarding the issues incumbent firms confront and how they could be addressed (Ansari SM, 2012).

Except for a few adjustments about streaming, the present TiVo product is essentially similar to what was given in 1999 due to the company’s incapacity to evolve (Netflix, YouTube, Amazon, etc.) TiVo’s marketing campaign was a flop. People have no idea what the product was or why they desired one for years after it was released. TiVo’s technology and interface were not suitable for large-scale productions.

Lack of scientific adaptation

Consequently, TiVo’s impact on the cable set-top box industry was minimal. Scientific-Atlanta and General Instruments continue to be the market leaders (together with Motorola). TiVo had little chance of establishing itself in the market. TiVo’s attempt to construct a home media center was a total disaster.

Despite having a large marketing presence, TiVo does not understand the demands of its consumers or the nature of its business. Rather than collaborating with cable providers, TiVo went head-to-head and battled back. Consumers also favor TiVo over cable providers’ DVRs.

It was hard for TiVo to change the CableCard standard to make it more interoperable with third-party devices.

Lack of distribution agreements

For TiVo equipment, there were no exclusive distribution agreements. They were unable to make a compelling argument for TiVo’s utility. The $15 per month pricing for this function seems excessive, especially considering that DVRs used to be much cheaper.

Most of the time, they employ DVR technology, which indicates live broadcasting. Other technologies eventually supplanted TiVo, which had its time and place. In the long term, streaming television is less expensive than installing hard drives in individual homes during power outages (making television nonlinear and on-demand).

They’re in charge of remembering to record programs ahead of time and keeping their TiVo’s storage space full. With streaming options, customers don’t have to worry about storage and may choose what to watch at any time after the program has concluded.

Unbalanced business model

TiVo’s B2B business is thriving, as shown by the company’s over 6,000 patents. This is where the majority of TiVo’s business is conducted. The company’s retail division, on the other hand, has imploded.

Even after factoring in service fees, the current gadget is far more expensive than a standard cable box, and it provides no significant benefits over it. A lack of innovation has hampered tiVo for a long time.

Even though it is 2017, the absence of a voice remote remains an issue. This service is boring due to its dull user interface and limited streaming app alternatives. A tailored answer rather than a one-size-fits-all approach.

This is a huge stumbling hurdle for the great majority of candidates. Despite advancements in streaming technologies, TiVo continues to produce cable boxes.

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Failed Strategy

It’s conceivable that Tivo’s new strategic relationships emphasis may be beneficial. For the time being, Tivo subscribers may use the Tivo app on their smartphones or tablets to access material from YouTube, Amazon’s Unbox, Rhapsody, and Jaman. According to a press release, Netflix customers will get access to 1,000 films and television shows beginning on Thursday.

Consequently, TiVo still has a long way to go to persuade people to pay for internet programming. “Today, DVR and video on demand are battling for relevance,” Yankee Group analyst Daniel Taylor says.

Many media sources may wait until it is too late to act. Controlling user behavior is difficult for Tivo, as it is for any company that relies on technology. Nine more people wish to watch programs that have been pre-recorded so that they don’t miss anything. As a result, TiVo has increased its emphasis on providing TiVo content as a supplement to cable consumers.

In addition to selling movies from Amazon and Netflix, Tivo wants to keep delivering content from the internet, such as YouTube, to television sets to meet the demands of its users and expand its reach.

According to TiVo’s CEO, a TiVo interface update on an existing cable company-provided DVR is simpler to sell to consumers. It’s also a lot more lucrative.” The brand has a decent chance of enduring as long as there is adequate demand for content (Keane, 2008).

We’d develop a new business model for them if we rethought their company strategy and implemented it in 2020.

  • The TiVo market may be separated by family usage and delivered to nations like Indonesia, which, according to statistics, has a higher percentage of people who do not watch television on their phones. In this segmentation procedure, it’s all about the TV Cable client.
  • It’s critical to incorporate new streaming features (Netflix, YouTube, Amazon, etc.)
  • Increase consumer trust in TiVo via advertising (for example, what is TiVo, what duties it does, how it differentiates from other similar devices, and the benefits of using TiVo?).
  • It’s a simple approach for folks to learn more about TiVo and get more interested in becoming clients. Special content distribution agreements and custom-tailored packages with warranties may be available for repair operations.
  • Most electronic devices guarantee their customers preserve customer trust and assure that their product is safe to use and operates efficiently.

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Three significant patterns emerge as TiVo tries to establish itself as a platform inside the television industry. TiVo had three competitive disadvantages since the current industry environment saw it as a disruptive force. To begin with, TiVo’s technology must be updated regularly to stay up with the ever-changing competitors.

As a result of these advancements, the TiVo DVR platform and its place in the ecosystem have developed over time. TiVo’s long-term success hinges on its ability to grow its subscriber base quickly, integrate its capabilities into a wide variety of consumer electronics devices, and develop other services and content to complement the TiVo service.

To achieve these objectives, the business has established strategic partnerships with cable and satellite operators, television producers, consumer electronics manufacturers, marketing support partners, and suppliers of critical TiVo technology components.