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NETFLIX Free Resources
* Pricing packages: Inst...
* Pricing packages: Instead of forcing all customers to rent only three DVDs simultaneously, Netflix would create tiers based on usage levels ranging from $13 a month for two simultaneous movies to $40 a month for eight. This helped build adoption by hardcore movie buffs as well as casual users.
* Call center: In the physical world, unanticipated situations would arise all the time for video rental firms. People might return movies in the wrong envelope, product might get lost in the mail etc. A well-staffed call center could intercede in these problems, and double as a phone order service for purchasing DVDs as well.
* Database marketing as a vehicle to understand individual customers, aggregate and predictive behaviors, and direct email marketing to consumers was critical to creating personalized messaging in a growing permission marketing audience.
* New content formats grew beyond film. As a strategic turning point for Netflix, the relationship with the consumer became a relationship with the household, where entertainment in digital formats was the common denominator.
* Music and ebooks became the next target, as the former was useful for delivery of legal "single track" audio, and ebooks were custom built from syndicated content. Each represented natural extensions of video content where convenience was a driver in selection, formatting, delivery, and predictive trends based on global user data.
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