Comments on: TiVo: Failed Expectation http://blog.business-model-innovation.com/2009/05/tivo-failed-expectaion/ A fresh approach to strategy Tue, 31 Jan 2012 09:31:15 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Patrick Stähler http://blog.business-model-innovation.com/2009/05/tivo-failed-expectaion/comment-page-1/#comment-30 Patrick Stähler Mon, 04 May 2009 09:12:12 +0000 http://blog.business-model-innovation.com/?p=249#comment-30 @Christian You mention another important point. We love to add features and function to existing products. Actually, we call adding features product innovation. But we forget quite often what the basic idea was and that opens a gateway for a new value innovation. With the new features companies overshoot customers' needs and therefore newcomers can enter the market from the low end. Apple is a perfect example. It exercised the idea of easy music listening extremely well. Instead of making an even more "sophisticated" music player it reduced the complexity of digital music by bundling the iPod with iTunes and thereby creating a new distribution model for the music industry. @Christian
You mention another important point. We love to add features and function to existing products. Actually, we call adding features product innovation. But we forget quite often what the basic idea was and that opens a gateway for a new value innovation. With the new features companies overshoot customers’ needs and therefore newcomers can enter the market from the low end.

Apple is a perfect example. It exercised the idea of easy music listening extremely well. Instead of making an even more “sophisticated” music player it reduced the complexity of digital music by bundling the iPod with iTunes and thereby creating a new distribution model for the music industry.

]]> By: Christian http://blog.business-model-innovation.com/2009/05/tivo-failed-expectaion/comment-page-1/#comment-29 Christian Sun, 03 May 2009 20:57:44 +0000 http://blog.business-model-innovation.com/?p=249#comment-29 The story of this TiVo reminds me strongly about the overcrowding of mobile phones with functions that the majority simply not adopts. Watching TV on a mini-screen for example has never been a doorbreaker in the market. Therefore german government sold UMTS-licenses at just the right time, when no one doubted the usability and profitability of this standard. As you said in your article - the question is never 'what can be done' but 'what job wants the customer to be done'. That supports the success of the combination of mobile phone & mp3-player because both serve the need for mobility... The story of this TiVo reminds me strongly about the overcrowding of mobile phones with functions that the majority simply not adopts. Watching TV on a mini-screen for example has never been a doorbreaker in the market. Therefore german government sold UMTS-licenses at just the right time, when no one doubted the usability and profitability of this standard.
As you said in your article – the question is never ‘what can be done’ but ‘what job wants the customer to be done’. That supports the success of the combination of mobile phone & mp3-player because both serve the need for mobility…

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