Case Detail

Case Summary

TiVo: Changing the Face of Television

Case Number: 5-104-040, Year Published: 2006

HBS Number: KEL105

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Authors: Mohanbir Sawhney; Sean Alexis; Zack Gund; Lee Jacobek; Ted Kasten; Doug Kilponen; Andrew Malkin

Key Concepts

Broadcasting Industry, Communications Industry, Entertainment Industry, Competitive Strategy, Consumer Goods, Management Strategy, Alliance Formation, Sales and Marketing, New Product Marketing

Abstract

A year into the launch of TiVo – the “revolutionary new personal TV service that lets you watch what you want, when you want” John Tebona, VP of business development, was faced with important decisions about TiVo’s revenue model and strategic alliances. As television moved from a network-based model to interactive TV, he had to decide what role TiVo would play in the emerging industry landscape. Would TiVo be just a set-top box or would it live up to the vision of revolutionizing the television viewing experience? What revenue streams should it emphasize to capture most value? What strategic relationships must TiVo form in an environment where companies were cross-investing in multiple technologies across different industry segments? How could it expand its customer base and accelerate its revenues before competitors like Microsoft’s WebTV became the default standard?

Number of Pages: 21

Extended Case Information

Teaching Areas: Marketing, Technology

Geographic: USA, California

Industry: Consumer Electronics

Organization Name: TiVo

Organization Department: Business Development

Organization Size: Medium

Decision Maker Position: VP Business Development

Decision Maker Gender: Male

Year of Case: 2001