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Finalprojectfall2013 140201144901 Phpapp01 PDF
Finalprojectfall2013 140201144901 Phpapp01 PDF
Dominated by a rapid technological advancement which characterize the industry, the DVD rental portion
of business is slowly declining replaced by the instant Streaming refer to figure3 page 7. The changes in
the DVD portion of the business makes it even more important to have great marketing plan to
strengthen the brand name and profitability of the streaming portion of the business and this marketing
plan focuses on the Online streaming business for the same reason.
Netflix has customers are for Online streaming, DVD rentals and few who have both plans. There are
environmental factors affecting Netflix like economic, social cultural, technological, political and legal
factors. All these factors and many more either positively or adversely affect Netflix but the major five
factors are explained in detail in page 4 of this marketing plan. Apart from the external environmental
factors a SWOT analysis is done to further describe the company and the industry.
Netflix has two product lines each facing a different group of competitors. DVD rental by mail
competitors are Blockbuster and Red-box with market share of 16.9% and 45.5%
respectively while Netflix has 24.3%. Virtual rivals include Amazon, Hulu, Red-box Instant, X-finity Stream-
Pix, I-Tunes, Love-Film, and cable TV companies. Their strengths and weaknesses are analyzed in detail in
page 8. Netflix still claim its top position due to strong Brand, high selection of content, affordability,
flexibility with internet speeds and various devices than can be used to stream from Netflix. Netflix had
over 40 million subscribers in the end of Q3, 2013 and according to their forecasts the subscriber number
may be 44.4 million by the end of the year which is a tremendous growth compare to all of its
competitors.
Netflix targets a mass market aiming at acquiring as many subscribers of all ages and preferences.
Segmentation is not done in this particular industry because the service offered is highly tailored to
individual needs using complex prediction algorithms and a recommender system, marketing efforts are
aimed at getting as many subscribers as possible. Another reason for not having specific segments is the
profitability aspect, since the price per person is low it will not be profitable going after a single segment.
Apart from that the customer base is extremely diverse to be able to achieve any meaningful
segmentation.
Netflix positions itself as a convenient, great choice of content and affordance entertainment option for
people who are interested in movies and TV shows. The perceptual maps have been prepared to
elaborate the positioning aspect refer to figure 4&5.
Marketing strategies have been designed with focus on 7Ps each with strategies to either improve or
promote what is already been offered by Netflix to raise brand awareness and increase Netflix market
share in Instant Streaming product line. Some other objectives of the plan is to increase media presence
and the use of promotional tools.
One year implementation plan has been prepared to show when the proposed activities will be done.
(Refer to table 4& figure 10) Evaluation methods and metrics have been discussed to enable the
marketing team know how successful all the plans have been and whether these marketing promotions
have attracted new subscribers or improve the brand awareness and value which are the main objectives
of the plan.
Conclusion is a summary of the plan and what the team hopes to achieve after implementation. The
message that Netflix plans to send out through all of its campaigns is “watch what you want, when you
want at affordable price”
Contents
5. References ..................................................................................................24
List of Figures
Figure 1 Rapid Subscriber growth table ..........................................................................................................1
Figure 2 Consumer spending and time spent on leisure and sports ..............................................................3
Figure 3Netflix subscriber trend 2012/2013 ...................................................................................................7
Figure 4 Perceptual Map (selection/personalization) ..................................................................................10
Figure 5 Perceptual map (convenience/economy) .......................................................................................11
Figure 6 Adult gadget ownership in America................................................................................................15
Figure 7 Sales forecast resulting from online banner Adverts .....................................................................16
Figure 8 Media comparisons study 2012 ......................................................................................................16
Figure 9 Example of QR codes ......................................................................................................................17
Figure 10 Implementation time line ............................................................................................................21
List of Tables
Table 1 Worldwide Broadband subscriptions .................................................................................................5
Table 2 Netflix Competitors analysis...............................................................................................................9
Table 3 Values used to construct the perceptual map .................................................................................12
Table 4 Implementation blue print ...............................................................................................................19
1.1 Introduction
1.1 Netflix background
Netflix, Inc. is an American provider of on demand Internet streaming media available to North and South
America, the Caribbean, United Kingdom, Ireland, Sweden, Denmark, Norway, Finland, the Netherlands,
etc. and flat rate DVD-by-mail in the United States, where mailed DVDs are sent via permit reply mail.
Online streaming service and DVD delivery service are the two main two main product lines for Netflix.
Netflix core product is a service .This marketing plan will focus on online streaming service.
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25
20
15
10
5
0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Online streaming consumers are not as selective as their counterparts. They watch videos when they can.
They value easy and immediate access, portability and transferability of the product, and are more than
willing to watch video on their computers or other devices like I pads, computer tablets and even smart
phones. This consumer has a higher propensity to substitute than the DVD rental customer. They are also
typically younger, and more Internet-savvy. These customers often opt for affordable monthly online
subscription plans. To access Netflix’s services customers incur monetary costs for rental fees and
subscription fees. Apart from the cost that is directly related to Netflix services, customers have to purchase
devices in which they can use to access Netflix services like computers, television sets, modems and
Internet packages.
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2. Situation Analysis
Netflix core products are service for moves online streaming and DVD rentals. This marketing plan is going
to focus on the online streaming product line.
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2.1.4 Political factors
Network neutrality is the principle that Internet service providers and governments should treat all data
on the Internet equally, not discriminating or charging differentially by user, content, site, platform,
application, type of attached equipment, and modes of communication. The possibility of regulations
designed to mandate the neutrality of the Internet has been subject to fierce debate, especially in the
United States. If the network neutrality bill will be rejected then Netflix and the like companies will face a
major threat because their existence depends on the internet and if the cost of using Netflix will become
too high as a result of lack of network neutrality then Netflix will be adversely affected. Apart from
network neutrality there many other laws which are not in favor of the industry like the Video Privacy
Protection Act (VPPA) which Netflix had to actively lobby for its amendment to allow them have the
social media sharing features. Other political factors include FCC restrictions on vertical integration and
content monopolies, funding problems for US postal service, increased state taxation for online
businesses and congress’s historical receptiveness for Hollywood lobbying. Netflix has its political action
committee.
2.2 SWOT
2.2.1 Strengths
• Netflix has the First Mover Advantage into the movies and TV shows instant streaming which gives
its brand higher recognition compare to other competitors.
• Netflix brand has Strong Brand Recognition and winning Emmy awards with its House of cards
show, Emmys best the Personalized Recommendation Engines for Video Discovery award and
many others making it the strongest brand in the industry.
• With the personalized recommendation system and a large selection of content Netflix has
managed to get high Customer Satisfaction
• Netflix has the largest Streaming library compare to other competitors like amazon and Hulu.
• Netflix has the ability to adopt to various platforms like TVs, game consoles, smart
phones, tables and computers as well as flexibility to different internet speeds which other
competitors like Amazon do not have
• Production of original content has increased Netflix brand equity, customer loyalty and revenues
for example House of cards and orange is the new black.
• A huge database of customer data and a good system for analyzing the data enabling them to
have more accurate predictions and recommender systems.
2.2.2 Weaknesses
• Netflix has a big window of time from when the movie is launched to when it is adopted by Netflix
library. Customers have to wait for 28 days to have access of new content releases
unlike Hulu who can provide them earlier
• Contractual restrictions on streaming content. Netflix is bound by the contracts with the content
providers restricting its flexibility on expansion of the market and the content.
• Expired contracts with Sony & Stars, resulting in lost videos about 1800 titles setting back the
efforts to expand the video library. Also losing a video provider EPIX to Amazon who is a competitor
was a setback for Netflix.
• Damaged reputation after attempting to increase fees and separate DVD & streaming video
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memberships.
• Financing large aggressive international expansion may affect its liquidity (Reed Hastings in Q3
interview with BTIG and JP Morgan)
2.2.3 Opportunities
• Product Line Expansion of original shows may have a favorable effect to Netflix subscriber base,
profits and brand equity
• More expansion in International market. According to table below there is a rapid growth of the
number of broadband subscription every year and this is a tremendous opportunity for Netflix to
introduce video streaming in those markets.
• Other potential areas in Internet streaming services where Netflix has opportunity for growth are
the live sports, and online games that Netflix do not currently provide.
2.2.4 Threats
• Exclusivity agreements with content providers may effect availability of movies for streaming
• More competition from big name companies (Apple, Microsoft, Amazon) and global competition
from companies operating locally overseas. The Competitors offering streaming video are also
bidding for exclusive rights to content example: Amazon, HBO, TV networks which makes gives the
content providers higher negotiation power which results to Higher licensing costs. The former
Netflix content provider, EPIX currently provides Disney videos to Amazon; Disney recently acquired
Lucas film & entire Star Wars franchise that makes Amazon a stronger competitor than before.
• Limits on Bandwidth usage from internet providers if the Congress will not pass regulations to
honor network neutrality. This will make Netflix services more expensive that the customers are
willing to pay and therefore affect Netflix business.
• Price adjustments to cover new expenses can result to consumer outrage like it happened in 2011
• Competitor partnerships. There is a threat of Netflix competitors forming partnerships which will
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make competition more hard to overcome for example (ex: Amazon & Epix)
• Movie & TV industry less willing to make exclusive deals with online video services.
• Netflix receive web services from Amazon who is also a competitor which draws attention to
conflicts of interest issues and Netflix faces a risk of Internet disruptions. However Netflix have
developed a software tool called Isthmus, which manages Elastic Load Balancing services to curb
Amazon services outages early this year.
• Motion Pictures Association of America (Industry regulator) poses a risk if changes will
be made affecting Netflix adversely.
• Increasing in cost for content licenses and increase in cyber-crimes are some of the other
stumbling blocks for Netflix
Netflix customers are highly diverse in their watching preferences, ages, income, technological
advancement and in many other aspects with the only common factor uniting them being access to
internet and interest in video content. Most are accustomed to free/ad based content and the black
market. With these options available, prices are driven down as consumers have high bargaining power
To be able to understand and serve this kind of extremely diverse customer base Netflix collect and retain
the following information about their subscribers in order to understand individual preferences and be able
to serve every one of their customers individually. The information is collected from the website by keeping
track of subscribers interaction with them; Email addresses, names, age, credit card information and other
basic information, title selections, reviews, ratings, payment history, correspondence, internet service
providers, Internet protocol addresses, devices and software data (such as type, configuration and unique
identifiers), instant-watching hours/movies, TV shows and related activities.
They also collect information from other sources; including offline data and subscribers’ browsing behavior
on other sites and interactions with Netflix’s advertising, movie & TV show ratings, consumption habits,
commentary and reviews.
Subscribers may Choose to connect one or more social networks (such as Facebook) with them Netflix
account. If they do, Netflix will import, use, and retain information from their social networking account(s)
such as names and profile pictures as well as their e-mail address, list of friends, subscriber’s Likes and
Interests as well as information they make public on social networks
From analysis of collected information it is clear that Netflix online streaming customer’s primary needs are
affordable, convenient, fast and individualized entertainment. Netflix has kept on delivering and
responding to these needs which results to a rapid growth of its customer subscription base. Figure 3 shows
customer subscription trend for 2012&2013
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Netflix subcribers trend in millions
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33.1
30 29.81 31.09
29.17
27.15
25 23.94 25.1
23.41
20
15
10 10.09 9.24 9.19 10.5
8.61 8.22 7.98 7.75
7.51
6.12 7.14 7.15
5 4.31
3.07 3.62
0
Q1/'12 Q2/'12 Q3/'12 Q4/'12 Q1/'13 Q2/'13 Q3/'13 Q4/'13
(forecast)
2.4 Competition
Netflix’s two product lines video streaming and the DVD by mail, each face a different group of
competitors. DVD by mail competitors are Blockbuster and Red-box with market share of 16.9% and
45.5% respectively while Netflix has 24.3%. Virtual rivals include Amazon, Hulu, Red-box Instant, X-finity
Stream-Pix, I-Tunes, Love-Film, and cable TV companies. According to NPD Group, in the first quarter of
2013, 67% of U.S. streaming customers subscribed only to Netflix a significant drop from the 76% posted
in the first quarter of 2012. Hulu Plus scored 10% of total subscribers among those who used only one
service, while Prime made up just 2% of such single-source users. In the same NPD Group study, 10% of
viewers used Netflix and Prime both for streaming movies and television shows. 8% used Netflix and Hulu
Plus. Other indirect competitors are providers of home entertainment like cable television, satellite
services, other unofficial websites with movies, you tube etc.
Content selection Most extensive selection Selection not as big as Own licensing deals to
with thousands of tittles. Netflix and shows movies provide content from Fox,
Has licensing deals with released within the past NBC, Disney, MTV and a
CBS, ABC, Fox, NBC, Stars, year similar to Netflix. bevy of cable channels.
BBC, Starts, BBC, Sony and Updates library more
DreamWorks contributing frequently than its
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to the library. competitors.
Devices Is compatible with most Not compatible with Lacks compatibility with
devices like PC,x box 360, gaming devices. Smart TVs and blue ray
PS3, Nintendo, Wii, smart player
TV, Roku, Android, Blue
ray player, Nook, tablets
and iOS devices
Speed Netflix is more adaptive of Moderately adaptive of Moderately adaptive of
the internet speeds and the internet speeds internet speeds
can work from slow
internet and also fast
connection as well
Features Adverts free platform Adverts free watching Limited commercials in
experience movies
Ability to rate movies and
receive personalized Plays newer movies and
recommendation shows compare to
competitors
Ability to share with
friends in social media
Personalized profiles to
enable parental controls
for children and the whole
family can share the
subscription.
Market shares Account for 89% of TV Account for 2% of TV Account for 10% of TV
streams streams streams
Strengths Largest library selection, Have a strong brand but Latest movie selection, A
strong brand, good and associate with its other good substitute for cable,
accurate recommender businesses apart from
system, biggest number of streaming , cheapest for
subscribers, original people who prefer whole
production of shows, year commitments, high
offers Netflix for kids, financial capability, unlike
social media integration Netflix video streaming is
only a small part of the
business portfolio for
Amazon
Weaknesses The selection is not as Subscriber is forced to Commercials appear while
current as Hulu commit the whole year. subscribers watch, the
selection is limited unlike
Some selected tittles are Netflix,
paid per stream basis the
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subscription is not
unlimited like Netflix and
Hulu, prime subscribers
use the free shipping
service more than they use
the video streaming (A
Bernstein Research survey
in July found that 29% of
Prime subs don’t use the
video option.)
Netflix has begun investing in original programming, a tactic that stole the focus from content licensing in
the subscription VOD category this year. Netflix successfully introduced multiple series, including “House
of Cards” and “Orange Is the New Black,” while Amazon ordered a string of series in the comedy and kids
genres.
But all that activity has obscured the fact that competition over licensing has intensified during the same
period, as both Amazon and Netflix seem to have moved away from an earlier emphasis on building the
most comprehensive libraries to focus on snaring exclusive contracts that help them stand out in the
marketplace
2.5 Segmentation
Netflix market is very dynamic and constantly changing in response to changes in technology and
consumer behavior. Netflix had 36.7 million subscribers as of June 2013 with age range from 18 years
of age to 59. They spend 2bilion hours watching streamed video on hi-speed internet.
There are multiple ways of segmenting the market in the video streaming industry but due to highly
diverse nature of the customers who varies in age, income, geographic areas, education levels, and
watching preferences vary with time, mood, beliefs, company etc. none of the segmentation will be
totally Homogeneous within, Heterogeneous across, Measurable, Substantial, Accessible, Differentiable,
Actionable and most of all Profitable.
Second people change these preferences in split of seconds and that will make it very hard to make the
segmentation accessible, differentiable, actionable and substantial enough to make profits because
Netflix depends on the large number of subscribers to break even, much more to make profits and
focusing on a particular segment will not make this achievable.
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2.6 Targeting
Netflix target a mass market of consumer-paid streaming subscription of TV shows and movies aiming to
have the biggest market share with the largest number of subscribers it can get regardless of age,
backgrounds, beliefs, preferences etc. Although Netflix target to recruit mass market it focuses on
individual subscribers needs in order to retain them for a long time. The higher the number of paying
subscribers the more Netflix can achieve return on heavy investment in content and technology because
only low prices can be charged due to the nature of the industry and service.
2.7 Positioning
Customer’s top priority is convenience, affordability, speed, personalization of the video streaming and
high selection of titles. Netflix aim at being the top and only choice for its customers by providing a more
personalized, fast, convenient, high selection and yet affordable online streaming service than all of the
competitors.
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Figure 5 Perceptual map (convenience/economy)
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Values used to construct the perceptual maps
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3. Marketing Planning
3.3.1 Marketing
1. Increase the brand awareness and goodwill especially in new international markets.
2. Highlight the competitive price and variety of content and the social media integration that Netflix
offers compared to their competition by including these details in every message.
4. Improving the Instant streaming service in various aspects (discussed under product offering)
3.3.2 Media
5. Increase our share of voice by 40 percent by the end of the campaigns first year.
6. Increase the frequency rate of all current advertising messages by 50 percent and extend our reach by
10 percent.
8. Use mobile ads to increase awareness of Netflix‘s instant streaming service on particular mobile
devices.
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3.4 Marketing mix
3.4.1 Product offering strategies
Netflix could have more recent movies in their collection in order to attract customers who only want to
watch new movies online and could also get move recent TV shows for the customers who want current TV
shows. Apart from that Netflix do not currently have online games and does not currently carry in their
libraries.
Sports instant streaming which have a great potential market since none of the close competitors provide
this kind of service, between 21.6% and 22.4% of all Fans in Major North American Sports Leagues spend
between 1 and 4 hours a week on internet search for the sports news and clips (sports business
daily.com)
Netflix has to keep expanding the collection it already has by bidding for more popular TV titles. Increase
exclusive content from in house production. Collaborate with well-known actors to create more original
series and release the seasons in less than 12 months that Netflix currently does.
Netflix can do more to accommodate different internet speeds so that these customers can watch from
anywhere they have an internet connection and can work with internet service providers so that customers
may have special internet packages enable them watch their movies more comfortably with affordable
internet service.
Netflix should make it possible to pay using other medium for payments apart from credit cards like mobile
money, cheques, western union any many other forms of payment to allow customers from countries
where credit cards are not popular have access to Netflix too.
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Communication
The main vehicles that will be used are the internet, Television commercials and Billboards.
Time
Figure 6 Adult gadget ownership in America
90.1 percent of the U.S. actively use the internet. That is a huge coverage rate. The biggest advantage to
internet advertising for Netflix is one click on an ad and the potential consumer is taken right to the
product. Internet users have come to accept and even expect banner ads. The figure below shows
forecasts and estimated of sales as outcomes of banner and search Ads in US.
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Fan chart forecast of U.S. search and banner ad sales, 2007-17
c. TV commercials
Based on the America‘s commercial broadcast television industry‘s (referred to as TVB) media
comparisons study 2012, Television reached more people than the internet (88.3% > 73.1%). However,
considering that the location of the product is on the internet, we want to focus a good part of the
advertising to internet ads as well. Television will have more money budgeted to it, due to the production
costs
Television 88.3
Internet 73.1
Radio 58.8
Newspaper 36.1
Magazines 24.8
% Reached Yesterday
Tablet 11.7
Persons 18+
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d. Additional promotional tools.
QR codes
QR codes are becoming popular as smart phones become more standard. Netflix may agree with a candy
company to put Netflix QR codes on their movie size candy. They can also arrange for the QR codes to be
put on pop-con packages that are used in movie theatres even those sold in stores. The QR codes will
lead customers to Netflix.com and YouTube clips of commercials. Netflix can also run a follow up
campaign for Netflix users to submit their own video of them using or advertising the Netflix. If their
video passes YouTube regulations, those videos can be put on YouTube with a QR code attached the
customers may be rewarded with discounted subscriptions for a month or two. This creates consumer
excitement and involvement.
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used to better improve the Netflix personalized experience for the subscribers and their friends if they
agree to share such information.
The consistent message Netflix sends with all communication is “watch what you want when you want at
affordable price”
3.4.3 Price
Netflix pricing objective is gaining the maximum market share for Netflix which translates to customer
attraction and retention. Their pricing is also set to match the competitors where they charge
$7.99/month for unlimited streaming, the same price as Hulu while Amazon prime $6.50/month but the
customer incurs extra cost for some individual titles. There have not been a lot of price changes with the
online streaming industry and all the major players keeps the price at the similar margin which means if
any one of the competitors will change the price Netflix is likely to react if not changing the price will
result to lost subscriptions. Netflix changed its prices and separated the two products lines of streaming
and DVD rental by 60% increase in price for customers who wanted both services. Netflix has ever since
maintained its price at the industry average. Netflix does not practice price differentiation because it
targets the mass market
3.4.4 People
Netflix should have highly qualified and fast customer service people to take care of the customers because
that is the only point of contact with the customers. Netflix respond within 5 minutes of a call to all
customers and this could be improved further to 3 minutes.
3.4.6 Distribution
Netflix accommodate different internet speeds so that the customers can watch from anywhere they have
an internet connection and in order for them to do this Netflix is strategically establishing relationships
with ISPs because there is a threat that the government may not honor the internet neutrality law which
will allow ISP to charge customers differently with different content which will hurt Netflix business.
Netflix can also partner with companies to develop Netflix programs specific to their platforms that will
come pre-installed on all their devices, further partnership can be done with cable and gaming companies
to develop instant streaming option for video games. Content providers also should be approached for
exclusive rights to content before the competitors do the same.
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4. Implementation and Control
4.1 Strategy implementation details
Table 4 Implementation blue print
marketing Marketing Content Talent Communica Product Streaming Finance Objective
mix (Kelly Bennet) (Sarandos Ted) (Tawni tion (Neil Hunt) and ( David fulfilled
Cranz) (Jonathan Partnerships Wells)
Friedland) (Greg Peters)
Product Reducing the Introducing Improve the Introducing 1,3,4,
offering window from the video game movie new
time movies are streaming streaming payment
released to the and sports speed. methods
time they are instants especially
adopted by streaming, QR codes for
Netflix Library internationa
from 1 year to six Sponsor l market.
month. Movie
related
Expanding the events
video library to
70000 tittles
Promotion One month 1,3,5,6,7,8
free trial.
Advertising
through
mobile
phones &
tablets
messages.
Social media
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and internet
advertising.
TV
commercials
People Train 4
customer
service to
achieve a 3
minute
return call
per
customer.
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4.2 Time lines
Get recent movies and expand library, be more adaptive of internet speeds for customers, continue the free month trial membership, banner
advertising
(partnerships ISP, content providers, gaming companies), Adding features to the website and Netflix apps
Start a sports section within the library
Add new payment methods for international customers
text Adverts through gadgets like smartphones and tablets once every two months
awareness TV commercials
new features sports& payment forms TV commercials
QR codes
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4.3 Evaluation
Evaluation is important for us to determine which promotion or advertisement have had bigger impact
for our sales and brand awareness which are the top priority. A pre and post evaluation will be conducted
for each of them to measure the effects and determine whether the campaigns were successful and to
what extent they were successful. We will select small representative samples groups and test consumer
perceptions for the campaigns aiming at improving brand awareness and image, and for the campaigns
aimed at improving sales new sales will be allocated to particular campaigns.
4.3.3 TV advertisements
With the help of stations a number of viewers can be determined. The commercials will contain a
promotional code and the customer will use the codes to get extra benefits on Netflix website like the
discounts which will be a way to track effectiveness of such advertisements. Surveys will be conducted to
know the customer perception of the advertisements.
4.3.4 QR codes
These codes will be tracked over the internet to know how many of them were put to use. To find out
how customers perceive the QR code advertisements and promotions a survey will be conducted.
For other service improvement campaigns like forms of payments, speed, increased library selection, and
introduction of sports content will be evaluated periodically using online survey which will pop up before
or after starting a movie. These various mentioned evaluation techniques will be able to tell whether the
marketing campaigns are successful. If the some of the campaigns are not effective will be stopped in the
next period and new strategies will be applied.
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4.4 Closing summary
Netflix have managed to position their brand as affordable, convenient, with largest library and most of
all personalized. They have successfully stocked their company with the widest range of films and the
first to have a good recommender system, ahead of its competitors they have integrated their service
with the social media. By starting their instant streaming product line as soon as broadband internet was
able to support it, they not only stayed ahead of the competitive game, they‘ve monopolized the field.
Now that the instant streaming feature has become so popular, many are trying to imitate and enter into
the market. By implementing the creative strategies suggested, Netflix will secure their place on top.
Through increasing the reach of their instant streaming message, eventually every home will have a
Netflix subscription. Netflix will not only be a choice but the choice for everyone.
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5. References
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Robson W. Comcast Streampix, No Threat to Netflix. Audioholics.com February 24, 2012 Retrieved on
December 1, 2013
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http://www.audioholics.com/news/comcast-streampix-no-threat-to-netflix
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