vt marketing professor

TiVo: Can It Survive?

A little research will point you to a vast array of message boards where it's very obvious that generic DVRs, especially Direct TV, don't work properly, whereby current TIVO customers will do about anything to stay with the product. Some are almost to the point of desperation. TIVO has a tremendous amt of brand loyality, and a very strong core base, much like APPLE. However, your point is well taken re: future alliances....Their deal with Comcast should help. Additionally, Direct TV and TIVO are rolling out "enhanced" features in early 08 to current customers. Finally, there is the pending lawsuit that TIVO has descended upon DISH. Depending on who you talk to, it's quite possible that TIVO may win large judgments re: the technology infringements against most generic DVRs. Time will tell of course. Clearly, TIVOs best course of action is more alliances. I do think they have a superior product, especially in reliability and ease of use. However, they have to figure out a solid channel approach.