Slow adoption of DVR technology - another view

Michael Gartenberg | March 08, 2004, 09:19 AM

Both Robert Scoble, Dave Winer and Marc Canter have weighed in the slow adoption of DVRs such as TiVo or Media Center PC in the marketplace. They are all correct to some degree but also miss the mark. One of the interesting things that happens when you apply research and analysis to the subject is you get a different picture about the paradox of adoption. In this case the paradox is relatively small sales but tremendous enthusiasm of those who DO adopt it.

So what's the reason? DVRs by themselves are not "killer applications". In fact, there's a multitude of features that are totally contextual, that at a given moment in time BECOME the killer app. Want to pause TV when the phone rings? That's the killer app at that moment. Recording a show using an EPG to simply search for it? That's the killer app at that moment. Skipping commercials when you watch recorded content? That's the killer app at that moment. Contextual functionality ONLY comes together when you get to see the whole, not a piece or part. When you see only pieces, you just get a very expensive VCR not a DVR.

This is a nasty marketing problem since there's no good way to get the message across in 30 seconds. It's also why leveraging the fan base is critical, since those are the folks who have made the leap of faith.