Every year $70 billion is spent on the ads alone in US and 4 billion users world wide. Google TV integrates the traditional TV and Internet for a seamless user experience. With ever increasing user generated video content on the internet, Google TV would like to capture the ad $ by marrying the TV an Internet. In October 2010 Google inters the market via hardware vendors Logitech and Sony. Soon enough, customers are thrilled about the capabilities and at the same time they are confused thinking where does the Google TV fit into their current home entertainment. In this market research and presentation, we will focus on the various aspects where Google, Logitech and Sony would have done better to segment and position the Google TV.

1. A customer’s Dilemma! SukhanyaRajan Sasi Chandra Suresh Krishna

2. Next 20 minutes…

3. TV just works

4. TV or Web?

5. 5 Hours of TV/day $70 Billion on TV Ads 4 bi TVs worldwide 1 bi PCs worldwide 2 bi Mobiles worldwide 50 million HDTVs in USA * Source : Google I/O 2010

6. Why Google?

7. Sony and Logitech Offering…

8. Sony Blu-ray Player Sony HDTV Logitech 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 USA Core Competency – Web, Search and Chrome Go-to-market– Core Tech, Partners Sustainability – 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 Searches Confused Customers Collaborators backed out Buggy Software Google 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 Medium 60% from Internet 13% from TV 5% from Paper Ad Other devices… 47% has Wii 26% has PS3 19% has Xbox 48% do not know how Google TV fit in 51% are ready to accept another remote control 62% like to browse while watching TV 60% of people never heard of “Sony Internet TV” or “Logitech Revue” 54% of people perceive the price to be under $100 66% of people would like to try FREE Google TV for 2 months

35. Customer Reviews…(Qualitative Analysis)

36. Data Analysis (sample size = 20 each) Amazon BestBuy Sony Logitech Analyze 1 STAR and 5 STAR ratings Likes Dislikes

37. What customers liked the most… Integration of Web and TV Easy Setup Remote integrates TV, A/V System, Cable Amazon, Netflix, Pandora, YouTube and other App integration Browse during commercials Photo viewing on HD Screen Enhanced Picture Quality Excited about future potential Amazing Kids Content Remote Control App available on Android and iOSphones

38. What customers disliked the most… Limited/Blocked Content Limited Applications Limited content due to non-availability of Quick Player Windows Media Silverlight High Price Flash/Shockwave plugins crash very often Chrome Browser Freezes No Skype Access / Can’t use my current webcam System Reboots frequently Beta Quality Product

39. User Surveys Market Validation Awareness Awareness Source Market Readiness Device Compatibility Value Perception Estimate WTP Customer Reviews Market Perception What did they like What is absolutely needed

40. How to succeed in market place…

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

42. #1 Increase Product Awareness Create the Synergy TV Print Media Differentiate Google TV and Product Offerings Logitech Revue Sony Internet TV Co-operative Marketing Logitech Revue Sony Internet TV Intel Google Adobe BestBuy DishTV

43. Google TV High Tech. Low Tech. High Impact Low Impact Google TV : High Tech. & Low Impact

44. #2 Create Value Gap in Product Pricing and Customer WTP Increase the perceived value Advertisements Features Channel Promotions e.g. BestBuy sets up the Box for free e.g. BestBuy integrates Google TV product with existing devices TV Optimized Applications More Content

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

46. #3 Right Positioning Is it a Web Enabled TV? Is it a Web Enabled Blu-Ray Player? Is it a Streaming Device? How does it compare to Apple TV Boxee Roku Vudu Wii PS3 XBox

47. #4 Switching/Migration Strategy What if a customer already has Web Enabled TV What if a customer already has a Web Enabled Blu-Ray Player

48. #5 Google = Beta Products Remove the software product perception Technology Improvements Extensive Testing Content is the KING

49. Meet Expectations! In Summary Increase Product Awareness Create Value Strong Positioning Develop a Migration Strategy Fight the company Legacy

50. Thank You! Sukhanya Rajan Sasi Chandra Suresh Krishna