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(about half of even the most conservative estimate of 350,000 units). Brodie Keast mentions that “There is a mystery in the sharp contrast between the inertia of prospects and the evangelical zeal of TiVo users.” At the time of the case, do you think the product was still in the early adopter stage as opposed to the growth stage? What can help improve the momentum?
According to our group TiVo is still in early adopter stage then growth stage:
• The profitability is negative (can be seen from exhibit 2, financials) • The no. of segments identified is very less. • Few competitors in this product category. • Most of customers come through referral (exhibit 3 , purchasing influencers) • Market growth rate is moderate (exhibit 1) • Consumer behavior is similar to that of early adopters (exhibit 3, 5, 6)