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Discussion in 'TiVo Coffee House - TiVo Discussion' started by HDTiVo, Jul 17, 2007.
TiVo Appoints CMO
Good credentials, hope he has some good ideas on how to sell a TiVo DVR subscription
What is good about them? How do they relate to TiVo's business/marketing needs?
umm, he was involved in a lot of companies that sold technology on a subscription basis. Nortel, T-Mobile etc.. these are even companies that people have heard about.
but go ahead and savage the guy before he even opens his office door. have fun with that.
So he might have experience in the business TiVo thinks it is in, but not the market TiVo's potential customers are buying in?
I'd need more info about this guy before I make a final judgement.
Edit: Potential customers.
what are people buying from TiVo that is not technology with a subscription?? Besides the plush dolls that is.
He's got a kinda interesting background, esp the VP of developer relations at Apple, where I believe he was well regarded.
1) You may want to handicap him though since he left apple in 2001, right before things got interesting.
2)Being a geek liasion, there may be more to his Marketing angle in his hire. More emphasis to marketing to the Cable cos and not pure consumer marketing per se, maybe?
Sorry, see edit.
Apple: Ouch, that is something I was worried about. He was at Apple when they couldn't give horse manure away to flies?
Also I read that he had a rather short stint at Nortel, that he may have left in conjunction with a CEO change, but without more detail I am cautious.
Do you have links to any more details?
can he streamline the pricing structure
ah, now I see what you are saying. Yah, that would be bad from my love of a stand alone TiVo prespective.
I also noticed this angle right off. To me its another indication that TiVo is either not serious about or planning to exit the SA business at some point. More likely TiVo just doesn't know where it should go with SA - there are probably conflicting internal opinions.
Tivo has quite a broad set of customers. How many of these is a Tivo CMO involved in?
Selling advertising time to madison avenue
Arranging bundles of Tivos with Flat panels
Selling Tivo as hardware to be integrated with products like HD DVD players or Plasma panels
Arranging deals with video retailers such as Amazon
Arranging deals with content suppliers such as for TivoCast
Selling Tivo software/Service to Satellite and Cable companies like DirecTv & Time Warner
Selling developers on the business proposition of writing software for the Tivo platform.
Reading TCF religiously in order to pick up our pearls of wisdom on Tivo marketing strategy
Have I left anything out? Which of these are off base? In any case, it seems to me he would do more than figure out price structures for standalone Tivos.
The thing is that's where the biggest trouble and the biggest money left on the table is.
So he better start reading TCF.
You've got to be a fool if the pricing is "too complicated".
Prepay or Monthly? 1, 2, or 3 years? MSD now means that additional monthly boxes are $6/month cheaper.
What's so hard about that?
TiVo could have $6.95 per month on any and all TiVo's.
This has to be good news. I don't think it's possible for TiVo's marketing to get any worse, so it just HAS to get better.
But it doesn't look like he'll get a VP title. That's good news, I won't have to update my signature.
I was actually surprised they did a marketing hire. I guess for some reason I thought with Chuck Fruit on the board, they'd had a strong marketing arm.
But the last two tivo ad campaigns were not that great. Remember that edgy line art one two years ago? Man that didn't help push boxes. Then there was the short-lived and belly-button gazing "it's not a tivo unless it's a tivo". Ok, talk to the converted already! I think the latest one (my tivo gets me) has some bite to it, the ad agency has it's head on, and the goals are clear. Differentiate all the cool features of tivo.
There's probably a good ramp up in advertising going into fall TV season, holiday season, and with launch of HD tivo lite and comcast. There may still be a bit of differentiation needing to be done.
And one wonders about deals with other Cable co? Are they all waiting for Dish lawsuit or verification of magnitude/success of Comcast rollout?
They could also be free, but they have to make money somewhere. There are many, many more things that need doing before they look at pricing plans (and your original complaint was "complicated", now it seems to be "too much". $16.95 a month foe all boxes is simpler,too, but nobody would like that.
Yes, I'd say My TiVo Gets Me really bites.
Richardson is coming in after all or almost all of that campaign is set. That money is blown and whatever he could do to fix things would come after.
Perhaps they needed a hire for CableSoft marketing. What does that tell us about TiVo's spending to develop this business. What will be the SAC for these subs? It may be significant vs the modest ARPU.
Could Chuck Fruit be ChuckyBox????? John Mackey can do it.