TIVO PR

Why is it hard for TiVo to do PR?

Doing PR for TiVo is extremely difficult as the case illustrates. At the most fundamental level the benefits of the system are not easily defined through common allegories, as there are no comparable products or services available (during the period of the TiVo launch and case study timeframes). Compounding these challenges is the lack of feature richness and lack of user ergonomics and support for customizing workflows to meet the unique needs of customers. Unlike other services that will align to the specific preferences or needs of a customer, the TiVo does not. These limitations have made getting consumers to change their habits extremely difficult.

Extending beyond the product itself and its innate challenges in terms of messaging and PR, there are the further channels of managing the distribution channel as well. Classical consumer electronics distribution channels are designed...
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