Annemieke Verwoert Student number 03486 Nyenrode University October, 2nd 2003 Case TiVo Watching what you want to watch when you want to watch it... "TiVo represents a unique combination of media and technology - a powerful alliance of strategy and culture that promises an extraordinary new universe of entertainment, right at your fingertips". - Jim Barton, TiVo co-founder, senior president and CTO. TiVo has experienced astronomical growth since its incorporation as Teleworld, Inc. in August 1997 by Michael …showed first 75 words of 1494 total…

…showed last 75 words of 1494 total…and what it cost. But, TiVo should try to position the device as something you can hardly live without, because it seems to be that the consumers don't see the advantages and urge to buy one. TiVo already is in popular distribution channels (Best Buy, Circuit City and Sears) but people aren't buying as fast or as much as they should. Price reduction and aggressive advertising should however facilitate this process of commoditizing the TiVo.