With a completely new product offering in the area of personalized television viewing, TiVo is facing a challenging task of launching a sustainable marketing strategy to appropriately position its product, forecast consumer adoption lifecycle and, as a first mover, build competitive advantage and brand recognition. With very little benchmark to understand consumer acceptance/adoption, its main challenge is to convince customers to fundamentally change television viewing habits with the hope of gaining equally dramatic new benefits. Company, Competitors and Customers As the first mover in the DVR category, with the goal to provide consumer control over television viewing, and with strong financial backing from venture firms, TiVo was in a unique position to address the longtime frustrations of many TV viewers. ReplayTV was slated to launch a set-top box in the next few months costing higher than a comparable TiVo box, but with no subscription fee, could be a potential competitor. Microsoft's Ultimate TV with its partnership with WebTV could be a potential threat if TiVo failed t......

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