Five Reasons Consumers Won't Tune in to Google TV

[David Farber <dave () farber net>]

Begin forwarded message:

From: dewayne () warpspeed com (Dewayne Hendricks)
Date: May 25, 2010 10:41:03 PM EDT
To: Dewayne-Net Technology List <xyzzy () warpspeed com>
Subject: [Dewayne-Net] Five Reasons Consumers Won't Tune in to Google TV

Five Reasons Consumers Won't Tune in to Google TV
Search Giant Doomed to Repeat Failures of Microsoft TV, Apple TV and Yahoo TV
By Ellen Dudar 
Published: May 25, 2010
<http://adage.com/digitalnext/post?article_id=144060>

Last week, with great fanfare, Google announced its plans to visit your living room via the TV screen. With the promise 
of interactivity and the magic of the internet on your TV, some industry analysts heralded Google's plans and predicted 
a technological renaissance that would change our TV-viewing experience forever. But just as it's the giant who steps 
on the most landmines, the search engine behemoth's plans are doomed to repeat the failures of Microsoft's Web TV, 
Apple TV and Yahoo TV. Combined, these companies have a market share of around zero.
In the announcement last week, Google executives acknowledged the dominance of TV. The average American watches five 
hours of TV a day -- that's 10 to 12 times more leisure activity than is spent on the PC. More than $70 billion 
advertising is spent on TV advertising annually, with 4 billion TV users worldwide. People love TV and they love the 
internet, but they love them for very different reasons.

As someone who has been working to bring interactive television and advanced advertising to the living room for more 
than a decade, I have a detailed perspective on what consumers want, and the platforms, tools and models to reach the 
most homes. For a new product to attain widespread consumer adoption, it must be 10 times better than the current way, 
readily accessible and cost competitive. Google TV will be another ITV failure because it won't spur consumer adoption 
with a technology approach that misses the mark. Here's why:

        • 1)    Complexity: Consumers must add yet another box to what is already a complicated setup. Companion boxes, 
IR blasters, HD converters -- it's too much and relies on very weak links as witnessed by the glitches during the 
product's unveiling press conference. The integrated DISH box is the only Google TV platform with a chance. Had Google 
asked internet surfers to purchase a separate appliance to sit next to their computer, their search business would've 
failed miserably.
        • 2)    Cost: To make Google TV work, consumers must purchase the Logitech box (rumored to be north of $400) or 
a new Android HD TV. This is in addition to what they pay for cable and satellite television since Google TV does not 
deliver television programming.

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