V roku 1997 sa dvaja podnikatelia Reed Hastings a Marc Randolph<\/strong> spolo\u010dne rozhodli zalo\u017ei\u0165 online po\u017ei\u010dov\u0148u DVD s n\u00e1zvom Netflix. V tej dobe chceli vyu\u017ei\u0165 pr\u00e1ve rast\u00faci dopyt po online slu\u017eb\u00e1ch.<\/p>\n V rovnakom obdob\u00ed existovali v\u00e4\u010d\u0161ie pobo\u010dky ako Blockbuster, Hollywood Video a Movie Gallery. Nakoniec, v dne\u0161nej dobe na Slovensku po\u010dujeme iba slovo Netflix<\/strong>. Ako sa to stalo?<\/p>\n Ke\u010f za\u010d\u00ednal boom online po\u017ei\u010dovn\u00ed<\/strong>, na trh taktie\u017e vst\u00fapil americk\u00fd gigant Walmart a \u010fal\u0161ie obrovsk\u00e9 obchodn\u00e9 re\u0165azce. Amazon, v tej dobe, taktie\u017e sk\u00famal potenci\u00e1l tohto trhu. Napriek tomu Netflix zvl\u00e1dol v\u0161etky v\u00fdzvy a pomaly si vybudoval ved\u00face postavenie na trhu. Za posledn\u00e9 dve desa\u0165ro\u010dia sa glob\u00e1lna predplatite\u013esk\u00e1 z\u00e1klad\u0148a Netflixu zv\u00fd\u0161ila na 140 mili\u00f3nov.<\/p>\n \u010eal\u0161ia konkuren\u010dn\u00e1 zna\u010dka zatia\u013e nedosiahne ani polovicu predplatite\u013eov<\/strong>, ktor\u00fdch m\u00e1 Netflix. Ak\u00fa s\u00fa d\u00f4vody rastu Netflixu<\/strong> a ako si zna\u010dka vybudovala svoju udr\u017eate\u013en\u00fa konkuren\u010dn\u00fa v\u00fdhodu? Po\u010das boomu e-commerce po celom svete a rastu str\u00e1nok a e-shopov ako Amazon chcel Marc Randolph<\/strong> pred\u00e1va\u0165 svoje slu\u017eby pr\u00e1ve cez internet. H\u013eadal produkt podobn\u00fd ako mala spolo\u010dnos\u0165 Amazon – knihy.<\/p>\n VHS p\u00e1sky v minulosti zdroj: rollingstone.com\n Jeho krit\u00e9riami boli, \u017ee by mal ma\u0165 potenci\u00e1lnu z\u00e1klad\u0148u ktor\u00e1 chce za\u017ei\u0165 pohodlie. Mali by ma\u0165 produkt<\/strong>, ktor\u00ed by z\u00e1kazn\u00edci rad\u0161ej vyh\u013ead\u00e1vali online a mal by ma\u0165 potenci\u00e1l online obchodu, preto\u017ee nemal \u017eiadne obmedzenia. Takto uva\u017eovali o nieko\u013ek\u00fdch mo\u017enostiach<\/strong>. Z toho si vybrali online po\u017ei\u010dov\u0148u filmov preto\u017ee sp\u013a\u0148ali v\u0161etky ich stanoven\u00e9 podmienky. Vybran\u00fd koncept v\u0161ak musel sp\u013a\u0148a\u0165 e\u0161te nie\u010do navy\u0161e.<\/p>\n Z\u00e1kladn\u00fdmi hodnotami slu\u017eby Netflix<\/strong> je poskytovanie z\u00e1bavy pre \u013eud\u00ed, ktor\u00ed chc\u00fa by\u0165 \u0161\u0165astn\u00ed. Ako v\u0161ak z t\u00fdchto z\u00e1kladn\u00fdch hodn\u00f4t odvodili<\/strong>, komu presne pred\u00e1va\u0165 produkt? Odpove\u010f sa mo\u017eno skr\u00fdva v porozumen\u00ed potrieb z\u00e1kazn\u00edka.<\/p>\n V tej dobe si Randolph a Hastings<\/strong> najali odborn\u00edkov, ktor\u00ed roky pracovali v priemysle po\u017ei\u010diavania vide\u00ed a ktor\u00ed pozorovali spotrebite\u013esk\u00e9 chovanie viac ako desa\u0165tis\u00edc hod\u00edn. S\u00e1m Randolph<\/strong> pozoroval dlh\u0161iu dobu spr\u00e1vanie spotrebite\u013eov. Za\u010dali spochyb\u0148ova\u0165 v\u0161etky aspekty spr\u00e1vania spotrebite\u013ea – pre\u010do tr\u00e1vili to\u013eko \u010dasu h\u013eadan\u00edm niektor\u00fdch filmov? Pre\u010do prestali pozera\u0165 film? Pre\u010do ho pozeraj\u00fa znova? Tento v\u00fdskum<\/strong> ich viedol k ur\u010deniu hodn\u00f4t spolo\u010dnosti.<\/p>\n Netflix dal z\u00e1kazn\u00edkom v\u00e4\u010d\u0161iu slobodu a poskytol im mo\u017enos\u0165 vytvori\u0165 si vlastn\u00fd pr\u00edbeh.<\/b><\/p>\n Marc Randolph a Reed Hastings zdroj: robbreport.com\n Z v\u00fdskumn\u00fdch poznatkov bolo zrejm\u00e9, \u017ee hlavn\u00fdm rozdielom spolo\u010dnosti Netflix bude poskytovanie v\u00e4\u010d\u0161ieho pohodlia z\u00e1kazn\u00edkom kombin\u00e1ciou<\/strong> n\u00e1dhern\u00e9ho prisp\u00f4soben\u00e9ho z\u00e1\u017eitku, okam\u017eit\u00e9ho pr\u00edstupu a komplexn\u00e9ho v\u00fdberu za f\u00e9rov\u00fa cenu.<\/p>\n V roku 1997 na trhu vl\u00e1dli VHS p\u00e1sky. Boli n\u00e1kladn\u00e9 a hlavne zaberali miesto. Skladovanie<\/strong>, balenie a preprava t\u00fdchto p\u00e1sok preto st\u00e1la omnoho viac. Randolph<\/strong> sa sna\u017eil vyrie\u0161i\u0165 tento probl\u00e9m. Neust\u00e1le prem\u00fd\u0161\u013eal nad nov\u00fdm materi\u00e1lom<\/strong>, aby na\u0161iel rie\u0161enie. Objavil form\u00e1t \u00falo\u017eiska s n\u00e1zvom DVD. Ten pr\u00e1ve vtedy dorazil na trh. Hastings to otestoval a obaja mali pocit, \u017ee DVD disky vyrie\u0161ia probl\u00e9m vysok\u00fdch n\u00e1kladov<\/strong> na prepravu a skladovanie.<\/p>\n Netflix sa tak stal prv\u00fdm pou\u017e\u00edvate\u013eom technol\u00f3gie DVD, zatia\u013e \u010do konkuren\u010dn\u00e9 predajne boli vo\u010di DVD skeptick\u00e9. Pova\u017eovali ich za hrozbu a dlho sa dr\u017eali so skladovan\u00edm VHS p\u00e1sok<\/strong>. Netflix v\u010faka r\u00fdchlej adopcii DVD z\u00edskal pomaly v\u00fdhodu nad svojou v\u00e4\u010d\u0161ou konkurenciou.<\/p>\n Netflix spo\u010diatku nakupoval <\/strong>and propagoval<\/strong> mno\u017estvo lacn\u00fdch titulov z filmov\u00fdch festivalov. Na z\u00e1klade svojich \u00fadajov pomaly investovali do origin\u00e1lnych telev\u00edznych programov<\/strong>. Aj ke\u010f v\u00fdroba t\u00fdchto predstaven\u00ed bola drah\u00e1, p\u00f4vodn\u00fd obsah priviedol zna\u010dku k vy\u0161\u0161ej vrstve v mysliach \u013eud\u00ed.<\/p>\n Po odb\u00faran\u00ed DVD boomu sa Netflix zameral na streamovacie platformy<\/strong>. Tam ale narazil ve\u013emi r\u00fdchlo na jeden probl\u00e9m. Predpokladali, \u017ee mnoho \u0161t\u00fadi\u00ed za\u010dne hromadi\u0165 obsah iba pre seba. Preto urobili r\u00e1zne a dnes u\u017e vieme \u017ee spr\u00e1vne rozhodnutie: vytv\u00e1ra\u0165 vlastn\u00fd kontent<\/strong>. Cesta vpred pre Netflix je pr\u00e1ve v\u00fdvoj vlastn\u00e9ho obsahu<\/strong>, a tak sa m\u00f4\u017eu rovna\u0165 aj platform\u00e1m ako je HBO.<\/p>\n <\/p>","protected":false},"excerpt":{"rendered":" Netflix a jeho za\u010diatky V roku 1997 sa dvaja podnikatelia Reed Hastings a Marc Randolph spolo\u010dne rozhodli zalo\u017ei\u0165 online po\u017ei\u010dov\u0148u DVD s n\u00e1zvom Netflix. V<\/p>","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[51],"tags":[],"class_list":["post-6892","post","type-post","status-publish","format-standard","hentry","category-archiv","two-columns"],"_links":{"self":[{"href":"https:\/\/instrid.sk\/en\/wp-json\/wp\/v2\/posts\/6892","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/instrid.sk\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/instrid.sk\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/instrid.sk\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/instrid.sk\/en\/wp-json\/wp\/v2\/comments?post=6892"}],"version-history":[{"count":0,"href":"https:\/\/instrid.sk\/en\/wp-json\/wp\/v2\/posts\/6892\/revisions"}],"wp:attachment":[{"href":"https:\/\/instrid.sk\/en\/wp-json\/wp\/v2\/media?parent=6892"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/instrid.sk\/en\/wp-json\/wp\/v2\/categories?post=6892"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/instrid.sk\/en\/wp-json\/wp\/v2\/tags?post=6892"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}Hodnoty spolo\u010dnosti<\/h3>\n
Porozumenie z\u00e1kazn\u00edka<\/h3>\n
Netflix a produkt<\/h3>\n
Origin\u00e1lny kontent<\/h3>\n