Netflix Kills Qwikster Before It Has A Chance To Live
from the one-step-forward-two-steps-back dept
In a not all together surprising move, Netflix announced its plans to kill Qwikster. It cites a backlash from consumers over the plan to separate the DVD and streaming services into two brands with separate websites. The whole raking over the coals it got from the media probably didn’t help its plans, either. So before it even had a chance to live, Qwikster is dead. However (not surprisingly), Netflix plans to retain its current pricing model.
What this development really reeks of is a strong disconnect between Netflix and its customers. These are moves of a company focused on how to best benefit itself, not how to best benefit its customers. Based on the overall reaction to the price change and the service split, it looks like Netflix never took into account what its customers would think or how they would react to the change. Instead, it focused on its own situation first, and then retroactively tried to spin it in terms of how it might benefit consumers. Had it taken the time to objectively think about and plan for customer reaction rather than looking out for its own interests, it could have prevented all this bad publicity and retained many of the customers it lost. Hopefully, Netflix will take this folly as a learning opportunity and make positive changes to its business philosophy and customer relations.