technology are often widespread and have the possibility to change the way humankind operates within itself. Technology paves the way for new technology creating a system of seemingly eternal growth and unlimited potential. It is therefore important and worthwhile to investigate and highlight certain aspects of the ways technology impacts different environments. Customers of technological products, at the end of the supply chain, are the ultimate decision-makers and cast the most powerful vote if whether or not a technology will survive in market conditions. The new relationships and logistical requirements when a company introduces a new piece of technology often complicates and distorts its original essence. The purpose of this essay is to investigate technology to analyze and compare and contrast the different aspects that technology impacts upon different segments of a society and in market situations.
The digital video recorder, a relatively recent piece of technology, is the focus of this investigation. This technology released with the advent of digital media, within the last decade has soared within the last two years in terms of popularity and its applications. I will investigate how the digital video recorder technology has changed the marketplace and how customers react with this piece of new gear. I will first investigate how the parent company of this technology introduced new product to its customer base and the learning point associated with these actions. I will also investigate how new value has been proven with this technology to its desired marketing targets. Thirdly, I will show how the support plans for customers and other interested parties that apply this technology are affected and impacted. Finally, I will highlight and examine how new partnerships and new enhanced experiences, as a result of this technology are finding their way into everyday life and making solid use of human potential and its valuable resources.
The digital video recorder (DVR) was introduced to the world by a company called TiVo in 1999. The technology records video in a digital format, making it extremely portable and applicable in many different formats. The technology is usually available in two different ways. TiVo sells the hardware box which actually does all the recording and allows the consumer to have total control of its recordings. Cable companies have adopted this technology as well, but store all recorded information in centralized locations owned by the corporation. In this case the consumers need the cable company to utilize the technology.
The ability to record digital television recordings allows for time shifting features and pausing live TV and creating own instant replay and playback scenarios. This technology has spurred on dual digital recorders. This technology allows television viewers to record a television show and watch one at the same time. Televisions and other hardware such as desktop computers and even laptop computers are soon adopting this technology to enhance their products.
INTRODUCING DVR TECHNOLOGY
TiVo was the first major company who marketed and developed a digital video recorder. This launch occurred in 1999 in the United States and throughout other parts of Europe and North America. This company was started after an introduction of this equipment at the Las Vegas consumer electronics show. It was first launched in America after a development deal was made between a hardware manufacturer and the ownership of TiVo. Since, TiVo was expanding into the UK and Australia into different television services. TiVo is ultimately a service and a subscription is necessary for its use.
This product was marketed to allow the television consumers to skip commercials and avoid unnecessary parts of programming and may wish to instantly avoid. Allowing individual freedom and selection caught on to the consumer markets and as a result this industry has taken off. Wells (2010) clearly explained how DVR adaption has accelerated and appears to continue to excel array in the near future. She claimed that "in Europe, the percentage of all TV viewing that was time shifted to recording device was more than tripled between 2006 and 2009, 1.7% to 5.9%." At this price continually rolled out into different packages and in different ways, such as the cable companies and other multimedia outlets, the digital video recording device is proving to become a historic piece of technology that is significantly altering the way that Americans and other people's experience their entertainment and therefore significantly impacting the way that they live and enjoy their life.
The value of this technology is ultimately relative and simultaneously creates new and challenging problems for all important stakeholders within this particular technological product scope of importance. At the current time, it seems the consumer has increased the value of its television dollar dramatically. The ability to schedule one's television programming around their lifestyle, not vice versa, has shifted the power of choice to the consumer. Commercials are quickly becoming a thing of the past. Wells continued "networks are still struggling to monetize DVR playback. With adoption rates increasing, this is becoming an even more pressing issue. Most DVR viewers will skip ads, meaning that the traditional 32nd ad spot becomes redundant for any recorded show. However, that targets the older less DVR savvy group, that its effectiveness is probably remain unchanged."
Those who wish to advertise their products on television programming, has seen the value of that particular option diminished due to this particular piece of technology. Miller (2008) claimed that if 53% of DVR subscribers skip commercials, then cable and broadcast TV advertisers would be at risk of losing nearly $8 billion of the $74 billion that they spent in 2006. Cable companies and those who can offer this service, stand in a position of power at this technology clearly affects large scopes of people and monetary interests.
When one door closes, usually one opens. Stetler (2008) forewarned of the infiltration of advertising through this medium as well. These companies have now access to DVR recorder programing provided by cable companies and other such institutions. The different format commercials is perhaps the change, but the advertising dollars are now more valuable due to the particular and distinct programming choices can now be focused on and deliver to them. This advertising honing has particular interests and shows the power of innovation and how new markets are always created by pieces of technology and will most like to continue in the future.
SUPPORT PLANS FOR DVR TECHNOLOGY
In most cases the best technological advances require the least amount of maintenance and logistical support. Digital video recording is relatively user-friendly and does not require a great deal of support or support planning to ensure its success in the marketplace. As it might be ignored but the availability of the technology is so widespread that replacing broken or unusable hardware is not really an issue in this case. Learning to use this technology is not difficult either. One member of a household can usually translate and teach others to use this technology relatively simple. Otherwise cable providers and TiVo as well as administrative and technological support online or available by phone nearly all the time.
FUTURE OF DVR TECHNOLOGY
As stated before, dual tuner DVR technology and widespread use of cable provided and TiVo provided technology is currently in the growth stage of the product lifecycle. It is growing and spreading rapidly. Individual selection is becoming more important as knowledge and choices of entertainment multiply on a daily basis. Competing for the consumers attention requires this tailoring to individual needs and any future applications of digital video recording technology will most likely be applied in this area.
In the beginning of this technology development is seen the consumer had advantage over advertisers in terms of ignoring their often annoying insertions into enjoyable and otherwise pleasant television programming. Advertisers have now snuck their way into on-demand and…