How can TV win back users in post-TV era? The future of TV as VSOD service cannibalizes DVD sales


Video stream on demand (VSOD) creates another revenue stream for media company. However in the end, the service cannibalizes the sales of DVD. By reading the tea leaf, we know the video streaming devices are gaining traction and taking away sales of DVD players.

Cannibalization according to Product Development and Management Association (PDMA) is defined as: That portion of the demand for a new product that comes from the erosion of the demand for (sales of) a current product the firm markets.

Christensen’s disruptive technologies – offer different value proposition to customers. An innovator will strive to identify on the jobs customers need to get done, and focus on finding the different ways to get jobs done faster or cheaper.

One of the reasons why people sign up for VSOD services such as Netflix is they want to watch the rerun of TV shows or movies and they want it NOW! One customer said in my recent user research project said the reason why she subscribed to Netflix streaming is she wants to watch “How I met your mother”.

There may be a diminishing need for DVR as well because people can easily fetch the TV show reruns on the web. To search and find the show on the web is easier, less time consuming and less costly than renting DVR and setting up recording on DVR.

Time shifting and place shifting are always the top 2 themes in on demand video activities. The vastly availability of videos on the web will accelerate many avid tech users’ exodus from pure TV watching activities. They will watch the TV shows on smartphones, tablets, PC or TV screens whenever and wherever they can.

Then what is the value proposition TV makers can offer to its customers in the post-TV era? TV makers can still entice customers to own a TV as long as:

1)   The TV can offer premium video and sound quality on a larger screen that cannot be matched by other smaller device. In my study, a user told me that even he is an avid computer user he still like to order and watch on-demand new release movies on his large screen TV home theater. The evidence of such new product development can be found in Bose's new TV and Sonos' new soundbar. Although these 2 products can be viewed as the enhancements to TV experience, they are one step toward the right direction that set the TV apart from its audience-grabbing rivals in tablets, smartphones, etc.
2)   A TV can offer seamless and instant plug ‘n play functions. Then a user can switch from one device to TV or from TV to other devices during his/her watch interchangeably.
3)   More versatile connectivity on TV with not only audio/video products, PC, gaming consoles, tablets, but video calling, etc. Better web-integration, period.
4)   A TV is the big screen to display any visual and video contents fed by all possible devices. How about see the home security monitoring status on TV?

The TV makers have to realize that currently the core sources of entertainment contents on a TV/home theater have been shifted from DVD/CD players to video streaming devices, such as Apple TV, Roku, Boxee, game consoles with video streaming functions and DVD players with video streaming function. Predictably TV will be even more closely integrated with web-based entertainment and information contents. Users will involve with TV more interactively for their entertainment and communication activities. TV still can win the heart of its users

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