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Thread: Netflix rebranding (and a new name)

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    Default Netflix rebranding (and a new name)

    Got an email from them this A.M.
    http://blog.netflix.com/


    I messed up. I owe everyone an explanation.

    It is clear from the feedback over the past two months that many members felt we lacked respect and humility in the way we announced the separation of DVD and streaming, and the price changes. That was certainly not our intent, and I offer my sincere apology. I’ll try to explain how this happened.

    For the past five years, my greatest fear at Netflix has been that we wouldn't make the leap from success in DVDs to success in streaming. Most companies that are great at something – like AOL dialup or Borders bookstores – do not become great at new things people want (streaming for us) because they are afraid to hurt their initial business. Eventually these companies realize their error of not focusing enough on the new thing, and then the company fights desperately and hopelessly to recover. Companies rarely die from moving too fast, and they frequently die from moving too slowly.

    When Netflix is evolving rapidly, however, I need to be extra-communicative. This is the key thing I got wrong.

    In hindsight, I slid into arrogance based upon past success. We have done very well for a long time by steadily improving our service, without doing much CEO communication. Inside Netflix I say, “Actions speak louder than words,” and we should just keep improving our service.

    But now I see that given the huge changes we have been recently making, I should have personally given a full justification to our members of why we are separating DVD and streaming, and charging for both. It wouldn’t have changed the price increase, but it would have been the right thing to do.

    So here is what we are doing and why:

    Many members love our DVD service, as I do, because nearly every movie ever made is published on DVD, plus lots of TV series. We want to advertise the breadth of our incredible DVD offering so that as many people as possible know it still exists, and it is a great option for those who want the huge and comprehensive selection on DVD. DVD by mail may not last forever, but we want it to last as long as possible.

    I also love our streaming service because it is integrated into my TV, and I can watch anytime I want. The benefits of our streaming service are really quite different from the benefits of DVD by mail. We feel we need to focus on rapid improvement as streaming technology and the market evolve, without having to maintain compatibility with our DVD by mail service.

    So we realized that streaming and DVD by mail are becoming two quite different businesses, with very different cost structures, different benefits that need to be marketed differently, and we need to let each grow and operate independently. It’s hard for me to write this after over 10 years of mailing DVDs with pride, but we think it is necessary and best: In a few weeks, we will rename our DVD by mail service to “Qwikster”.
    We chose the name Qwikster because it refers to quick delivery. We will keep the name “Netflix” for streaming.

    Qwikster will be the same website and DVD service that everyone is used to. It is just a new name, and DVD members will go to qwikster.com to access their DVD queues and choose movies. One improvement we will make at launch is to add a video games upgrade option, similar to our upgrade option for Blu-ray, for those who want to rent Wii, PS3 and Xbox 360 games. Members have been asking for video games for many years, and now that DVD by mail has its own team, we are finally getting it done.

    Other improvements will follow. Another advantage of separate websites is simplicity for our members. Each website will be focused on just one thing (DVDs or streaming) and will be even easier to use. A negative of the renaming and separation is that the Qwikster.com and Netflix.com websites will not be integrated. So if you subscribe to both services, and if you need to change your credit card or email address, you would need to do it in two places. Similarly, if you rate or review a movie on Qwikster, it doesn’t show up on Netflix, and vice-versa.

    There are no pricing changes (we’re done with that!). Members who subscribe to both services will have two entries on their credit card statements, one for Qwikster and one for Netflix. The total will be the same as the current charges.
    ....
    For me the Netflix red envelope has always been a source of joy. The new envelope is still that distinctive red, but now it will have a Qwikster logo. I know that logo will grow on me over time, but still, it is hard. I imagine it will be the same for many of you. We’ll also return to marketing our DVD by mail service, with its amazing selection, now with the Qwikster brand.
    -Reed Hastings, Co-Founder and CEO, Netflix
    It is super early in the morning, but it seems like there are mixed emotions on the netflix blog right now. Lots of complaints about having to use to diffrent sites, and quite a few people feel the name selection for the new entity was horrible

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    Default Re: Netflix rebranding (and a new name)

    So in other words, "We have totally ripped you off by changing the pricing and structure of our services with little notice, so now we're just going to separate them by name to make it look like it was justified." Nice try, *******.

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    Default Re: Netflix rebranding (and a new name)

    Good thing I just use the streaming service weeeeeeee

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    Default Re: Netflix rebranding (and a new name)

    oink oink.... where's the lipstick...
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    Default Re: Netflix rebranding (and a new name)

    Well, in case anyone missed it, the big news here is that Gamefly finally has a competitor. Maybe now, along with Redbox offering limited games as well, we'll finally start to see some price drops in that area.

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    Default Re: Netflix rebranding (and a new name)

    How long do we honestly see Qwikster staying around? 5 years? To me they are separating them legally so netflix doesn't prop Qwikster up financially.

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    Default Re: Netflix rebranding (and a new name)

    Quote Originally Posted by Trader Joe View Post
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    How long do we honestly see Qwikster staying around? 5 years? To me they are separating them legally so netflix doesn't prop Qwikster up financially.
    It's conceivable that DVD's and Blu-Ray's will go the way of VHS and Laser Disc in 5 years.

    I'd put it closer to 10-15 years but there will be a day in the near future where everything is streamed.

    I think this is partly, or maybe even mostly, Netflix planning for that.
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    Default Re: Netflix rebranding (and a new name)

    Quote Originally Posted by idioteque View Post
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    So in other words, "We have totally ripped you off by changing the pricing and structure of our services with little notice, so now we're just going to separate them by name to make it look like it was justified." Nice try, *******.
    I can't consider it a rip off. Not at these prices. It's still relatively cheap IMO.

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    Default Re: Netflix rebranding (and a new name)

    Quote Originally Posted by travmil View Post
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    Well, in case anyone missed it, the big news here is that Gamefly finally has a competitor. Maybe now, along with Redbox offering limited games as well, we'll finally start to see some price drops in that area.
    Yeah, that was the interesting part to me. I've used Gamefly off and on over the years, and never felt like I wanted to just keep it full time between the price and the unavailability of hot new games. Hopefully Qwikster will do better and/or force Gamefly to be better.

    I couldn't care less how dumb the new name is as long as the product is a good one, and I've always been happy with Netflix's disc mailing operation.

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    Default Re: Netflix rebranding (and a new name)

    Quote Originally Posted by BRushWithDeath View Post
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    It's conceivable that DVD's and Blu-Ray's will go the way of VHS and Laser Disc in 5 years.

    I'd put it closer to 10-15 years but there will be a day in the near future where everything is streamed.

    I think this is partly, or maybe even mostly, Netflix planning for that.
    Unless the government mandates broadband for everyone and starts requiring providers to cover areas they otherwise ignore, as well as bans or curtails bandwidth limitations then streaming won't be replacing DVD's and Blu-Rays in the immediate future... or even the distant future. Something else might replace them in their current form but that is another discussion.

    Streaming quality might suffer in order to try and fudge around bandwidth limitations here in the short term as providers try and go that direction.
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    Default Re: Netflix rebranding (and a new name)

    I think eventually "everyone" will have access because fiber optic lines (depending on the kind used) can go several kilometers without attenuation (like 30km or so). With enough money, this can and should happen.

    Also, at the same time you have wireless speeds going up and up. Eventually those speeds could provide everyone with some double-digit megabits per second rates, too.

    Otherwise, if someone is living somewhere so remote that fiber optics and/or cellular signals can't possibly reach them by, say, the year 2020, I think at that point it's on them to figure out a way to catch up with society if they want to have a say in this kind of thing.

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    Default Re: Netflix rebranding (and a new name)

    Quote Originally Posted by BRushWithDeath View Post
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    It's conceivable that DVD's and Blu-Ray's will go the way of VHS and Laser Disc in 5 years.

    I'd put it closer to 10-15 years but there will be a day in the near future where everything is streamed.

    I think this is partly, or maybe even mostly, Netflix planning for that.
    Yep, exactly my point.

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    Quote Originally Posted by Hicks View Post
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    I think eventually "everyone" will have access because fiber optic lines (depending on the kind used) can go several kilometers without attenuation (like 30km or so). With enough money, this can and should happen.

    Also, at the same time you have wireless speeds going up and up. Eventually those speeds could provide everyone with some double-digit megabits per second rates, too.

    Otherwise, if someone is living somewhere so remote that fiber optics and/or cellular signals can't possibly reach them by, say, the year 2020, I think at that point it's on them to figure out a way to catch up with society if they want to have a say in this kind of thing.
    This neglects the bandwidth restriction that cell providers and satellite put on users that pretty much makes downloading/streaming movies a non-starter. Plus, regular providers are getting into the bandwidth restriction game as well... whether they have a reason or not....

    Getting high speed internet is one thing.... getting unfettered access to high speed internet is another....
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    Default Re: Netflix rebranding (and a new name)

    You didn't even mention fiber optics. As for 'regular providers' getting into the bandwidth restriction game, yeah, at monthly levels that would only disturb the activities of heavy torrent downloaders who typically pirate software and movies. The number last I checked with Comcast was something like 160gigabytes a month. That can't possibly interfere with 99.9% of people who use the Internet.

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    Default Re: Netflix rebranding (and a new name)

    It is clear that for many of our members two websites would make things more difficult, so we are going to keep Netflix as one place to go for streaming and DVDs.

    This means no change: one website, one account, one password… in other words, no Qwikster.

    While the July price change was necessary, we are now done with price changes.

    We’re constantly improving our streaming selection. We’ve recently added hundreds of movies from Paramount, Sony, Universal, Fox, Warner Bros., Lionsgate, MGM and Miramax. Plus, in the last couple of weeks alone, we’ve added over 3,500 TV episodes from ABC, NBC, FOX, CBS, USA, E!, Nickelodeon, Disney Channel, ABC Family, Discovery Channel, TLC, SyFy, A&E, History, and PBS.

    We value our members, and we are committed to making Netflix the best place to get movies & TV shows.

    Thank you.

    -Reed

    http://blog.netflix.com/2011/10/dvds...etflixcom.html

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    Default Re: Netflix rebranding (and a new name)

    Weird, I went to edit the main title line and saw I do not have an edit faeture. Never saw a forum where I could not end the main post. Assuming that is a security feature where that feature times out after X days?

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    Default Re: Netflix rebranding (and a new name)

    Quote Originally Posted by vapacersfan View Post
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    It is clear that for many of our members two websites would make things more difficult, so we are going to keep Netflix as one place to go for streaming and DVDs.

    This means no change: one website, one account, one password… in other words, no Qwikster.

    While the July price change was necessary, we are now done with price changes.

    We’re constantly improving our streaming selection. We’ve recently added hundreds of movies from Paramount, Sony, Universal, Fox, Warner Bros., Lionsgate, MGM and Miramax. Plus, in the last couple of weeks alone, we’ve added over 3,500 TV episodes from ABC, NBC, FOX, CBS, USA, E!, Nickelodeon, Disney Channel, ABC Family, Discovery Channel, TLC, SyFy, A&E, History, and PBS.

    We value our members, and we are committed to making Netflix the best place to get movies & TV shows.

    Thank you.

    -Reed

    http://blog.netflix.com/2011/10/dvds...etflixcom.html
    They still need more recent movies for Stream. I hate waiting for DVDs in the mail.
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    Default Re: Netflix rebranding (and a new name)

    Quote Originally Posted by vapacersfan View Post
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    Weird, I went to edit the main title line and saw I do not have an edit faeture. Never saw a forum where I could not end the main post. Assuming that is a security feature where that feature times out after X days?
    Did you check under the "thread tools" tab?

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    Default Re: Netflix rebranding (and a new name)

    I'm naked and a hooker chased a tiger

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    Default Re: Netflix rebranding (and a new name)

    Quote Originally Posted by Since86 View Post
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    Did you check under the "thread tools" tab?
    Yes, and it is not an option.

    No big deal, my guess is TPTB turned it off so you cannot edit a title or main post after XXXX day.

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    Default Re: Netflix rebranding (and a new name)

    Did anyone notice that Netflix removed movies from streaming and now only offer it via DVD?

    I had the Curious Case for Benjamin Button in my stream que, but I now see its DVD only.

    Is this something that happens regularly?
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    Default Re: Netflix rebranding (and a new name)

    There are still movies. Periodically some of their deals expire, though, which causes clusters of films to no longer be available.

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    Default Re: Netflix rebranding (and a new name)

    So after the fiasco that was Qwikster went kaput, are they just acting like the addition of video games was just never supposed to happen?

    I was excited for that option.
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    Default Re: Netflix rebranding (and a new name)

    This will tell you what movies are forthcoming and what movies are about to expire.
    http://feedfliks.com/streaming

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    Default Re: Netflix rebranding (and a new name)

    Quote Originally Posted by tora tora View Post
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    This will tell you what movies are forthcoming and what movies are about to expire.
    http://feedfliks.com/streaming
    I'll add that to my favorites when I get home. Damn, I had Pandorum on my que too. Darn it. I didn't realize they removed movies from the streaming. I'll have to get to the a bit faster now that I know that.
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