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Netflix Renames DVD Rental Service, Adds Video Games

Netflix announces that it is rebranding the DVD portion of its service to Qwickster to differentiate from its streaming service, and will be adding Xbox 360 and PlayStation 3 video game rentals to the Qwikster side of the service. The blog posting announcing this begins with an apology for the perception that the company "lacked respect and humility" in the way it announced the separation of DVD and streaming, and the price changes this entailed, calling this "arrogance based upon past success." Here's word:

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.

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54. Re: Netflix Renames DVD Rental Service, Adds Video Games Sep 19, 2011, 17:31 JohnnyRotten
 
Verno wrote on Sep 19, 2011, 13:35:
You can't put a price on bad PR either. The Netflix brand was consumer adored before this incident, they bungled the whole thing from start to finish. It hurts future promotions that could potentially have any negative impact to the consumer and it's going to be very expensive to get that trust back.

Yeah, the bloom appears to be off the rose here. It would seem that they've lost the trust of the community, and that could be a killer for them in the long term.

IMHO, the better approach at the onset would have been to talk to the customer about the problem of rising prices for content leasing versus the subscription cost. Create a sense of "them vs. us" that the community could have embraced on the same side as the company.

Instead, we get a marketing email framed as an apology in which they basically announce they're doubling down on their first mistake with the Qwikster rollout.

Their approach and tone seems to have created the "them vs. us", but putting the company and the customers on opposite sides of the fence.

Not to smart, IMHO.

 
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