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In 1999 TiVo was preparing to launch its digital video recorder (DVR) in the United States. The company's goal was ambitious: it hoped to revolutionize how Americans watched television and to become a central player in the emerging interactive TV industry.

Although it had a technological advantage, TiVo faced one competitor (ReplayTV) and potential entrants such as Microsoft, so its success was far from guaranteed. Evidence suggested a bright future for the company, however; the concept had attracted $240 million in venture capital, and market research indicated a uniquely high level of consumer interest. 

TiVo needed to capture the first-mover advantage and build its sales and brand as quickly as possible to support the company's IPO, which was planned to take place within eighteen to twenty-four months. TiVo's positioning at launch would play a key role in determining its success.

Date Published: 01/01/2004
Discipline: Marketing
Key Concepts: Branding, Consumer Marketing, Forecasting Demand, Innovation, Market Analysis, Market Research, Marketing Strategy, Product Management, Strategic Positioning
Citations: Hennessy, Julie, Alice M. Tybout. TiVo. 5-104-024 (KEL132).