
I didn’t really cover it when Netflix raised their price for unlimited streaming and one DVD from $9.99 a month to $7.99 month for streaming and $7.99 for one DVD, because I was kind of confused about the backlash. Didn’t Netflix used to be like $28 a month? Hobos can afford Netflix, shut up and eat your ramen, proles. Well for some reason, Netflix took all this criticism seriously, and Netflix co-founder Reed Hastings (above right) sent us all a personal email. It’s long, so I put it after the jump, but the gist is this: Prices will stay the same, but now streaming and DVD service will be separated into two companies with two different websites — streaming with Netflix, and DVDs with a new name, “Qwikster.” “Why, that name sounds so fresh!” I said while putting on my Jnco pants and listening to Smash Mouth.
How much company time do you think went into this decision? And how much more into the name itself? Oh God, I bet there were thousands of Power Point presentations. MILLIONS. “ATTENTION, EVERYONE! I’VE CALLED THIS EMERGENCY MARKET ADJACENCY STRATEGIZING SESSION TO HELP IDEATE DISRUPTIVE DIFFERENTIATION GROWTH METHODOLOGIES!”
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.
Get it? We put “qwik” in the title because of how quick it is. I wanted to make sure everyone got that. It was a decision we undertook with a heavy heart, and only after months of grueling focus groups. The “ster” was a more personal decision, as my fraternity nickname was “The Reedster,” and we had some real good times back them. Hopefully you, and I, and Netflix, and Qwikster, can have some more good times, together going forward.
For me the Netflix red envelope has always been a source of joy. The new envelope is still that lovely 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 similar for many of you.
WHO WILL THINK OF THE RED ENVELOPES??? REED HASTINGS, THAT’S WHO! It is only together that we can finally conquer our grief over the Netflix envelope logo change. This is terrible news. But thanks to Reed Hastings, the grieving process has begun. Now if you’ll excuse me, I have to write Lars Ulrich an angry missive on Friendster.
Read the rest of this entry »