The document discusses the launch and challenges of Google TV, emphasizing the integration of TV and web services. It presents market research findings on customer awareness and perceptions, highlighting a need for better marketing strategies and product positioning. Recommendations to succeed include increasing product awareness, creating perceived value, and developing a migration strategy for existing customers.

1. A customer’s Dilemma!SukhanyaRajanSasi ChandraSuresh Krishna

2. Next 20 minutes…

3. TV just works

4. TV or Web?

5. 5 Hours of TV/day$70 Billion on TV Ads4 bi TVs worldwide1 bi PCs worldwide2 bi Mobiles worldwide50 million HDTVs in USA* Source : Google I/O 2010

6. Why Google?

7. Sony and Logitech Offering…

8. Sony Blu-ray PlayerSony HDTVLogitech Revue

9. Home Screen* 46” Samsung TV with Logitech Revue

10. Netflix…* 46” Samsung TV with Logitech Revue

11. Pandora…* 46” Samsung TV with Logitech Revue

12. Picasa…* 46” Samsung TV with Logitech Revue

13. TV Categories…* 46” Samsung TV with Logitech Revue

14. Podcasts…* 46” Samsung TV with Logitech Revue

15. Content…* 46” Samsung TV with Logitech Revue

16. Content…* 46” Samsung TV with Logitech Revue

17. Content…* 46” Samsung TV with Logitech Revue

18. Content…* 46” Samsung TV with Logitech Revue

19. Dual view…

20. Go-to-market Strategy…In house Technology…

21. Market Need – integrate “Web and TV”Market Size – 50 million HDTV users in USACore Competency – Web, Search and ChromeGo-to-market– Core Tech, PartnersSustainability – Content, Ads

22. [May 2010] Google TV Unveiled at Google I/O[Jun 2010] Logitech Harmony for Google TV[Aug 2010] Hollywood afraid of Google TV’s potential[Aug 2010] Google Having Trouble Convincing Broadcasters[Sep 2010] Logitech Expecting To Ship 500k Google TV Revue Boxes By End Of 2010[Oct 2010] Wow, Sony’s Google TV Remote Looks Like A Ten Thousand Button Nightmare[Oct 2010] Logitech’s Revue Product Page Goes Live, Preorder One Now For $299[Oct 2010] Dish Network Subscribers Get Logitech Revue For Only $180[Oct 2010] Sony Outs The First HDTV Powered By Google TV[Oct 2010] ABC, CBS And NBC Shut Out Google TV: Fox And MTV Still Available[Nov 2010] Now Even Fancast.com Is Blocked On Google TV[Nov 2010] Viacom Cuts Off Google TV, A Rally To Restore Sanity Is Clearly Needed[Nov 2010] Google TV Already In Trouble? Sony Offering 25% Off Blu-ray Google TV Units[Dec 2010] First Major Google TV Update Rolls Out: Updated Netflix App, Customizable Dual View, And Voice SearchesConfused CustomersCollaborators backed outBuggy SoftwareGoogle asks Logitech, Sony to postpone next release

23. Customer Surveys(Quantitative)Customer Reviews(Qualitative)Recommendations(How to succeed in Market)

24. User Surveys…(Quantitative Analysis)

25. Awareness…

26. Awareness Source…

27. Devices in Living Room…

28. Compatibility…

29. Acceptance…

30. Ready for Tech?

31. Google TV?

32. Willingness To Pay…

33. Promotion…

34. Summary of Survey Findings…93% of the respondents are aware of “Google TV”90% know that Google TV integrates “TV and Internet”Awareness Medium60% from Internet13% from TV5% from Paper AdOther devices…47% has Wii26% has PS319% has Xbox48% do not know how Google TV fit in51% are ready to accept another remote control62% like to browse while watching TV60% of people never heard of “Sony Internet TV” or “Logitech Revue”54% of people perceive the price to be under $10066% of people would like to try FREE Google TV for 2 months

35. Customer Reviews…(Qualitative Analysis)

36. Data Analysis (sample size = 20 each)AmazonBestBuySonyLogitechAnalyze 1 STAR and 5 STAR ratingsLikesDislikes

37. What customers liked the most…Integration of Web and TVEasy SetupRemote integrates TV, A/V System, CableAmazon, Netflix, Pandora, YouTube and other App integrationBrowse during commercialsPhoto viewing on HD ScreenEnhanced Picture QualityExcited about future potentialAmazing Kids ContentRemote Control App available on Android and iOSphones

38. What customers disliked the most…Limited/Blocked ContentLimited ApplicationsLimited content due to non-availability of Quick PlayerWindows MediaSilverlightHigh PriceFlash/Shockwave plugins crash very oftenChrome Browser FreezesNo Skype Access / Can’t use my current webcamSystem Reboots frequentlyBeta Quality Product

39. User SurveysMarket ValidationAwarenessAwareness SourceMarket ReadinessDevice CompatibilityValue PerceptionEstimate WTPCustomer ReviewsMarket PerceptionWhat did they likeWhat is absolutely needed

40. How to succeed in market place…

41. Customer Surveys(Quantitative)Customer Reviews(Qualitative)Recommendations(How to succeed in Market)

42. #1Increase Product AwarenessCreate the SynergyTVPrint MediaDifferentiate Google TV and Product OfferingsLogitech RevueSony Internet TVCo-operative Marketing Logitech RevueSony Internet TVIntelGoogleAdobeBestBuyDishTV

43. Google TVHigh Tech.Low Tech.High ImpactLow ImpactGoogle TV : High Tech. & Low Impact

44. #2Create ValueGap in Product Pricing and Customer WTPIncrease the perceived valueAdvertisementsFeaturesChannel Promotions e.g. BestBuy sets up the Box for freee.g. BestBuy integrates Google TV product with existing devicesTV Optimized ApplicationsMore Content

45. Apple TV, Boxee, Vudu, Roku, Xbox, PS3, Wii…$99.00$229.00$299.00Wii-$199.00, Xbox-$299, PS3-$299$99.00

46. #3Right PositioningIs it a Web Enabled TV?Is it a Web Enabled Blu-Ray Player?Is it a Streaming Device?How does it compare to Apple TVBoxeeRokuVuduWiiPS3XBox

47. #4Switching/Migration StrategyWhat if a customer already has Web Enabled TVWhat if a customer already has a Web Enabled Blu-Ray Player

48. #5Google = Beta ProductsRemove the software product perceptionTechnology ImprovementsExtensive TestingContent is the KING

49. Meet Expectations!In SummaryIncrease Product AwarenessCreate ValueStrong PositioningDevelop a Migration StrategyFight the company Legacy

50. Thank You!Sukhanya RajanSasi ChandraSuresh Krishna