Netflix Surveys Users About Interest in iPhone App
Coming soon to an iPhone near you -- a selection of new movies? Netflix, the pioneer of home DVD delivery that recently stated streaming movies online and onto game consoles, appears to be testing the waters for an iPhone app.
A single-question e-mail survey began reaching Netflix users this week trying to gauge interest in such an app.
App May Not Have 3G
"Imagine that Netflix offers its subscribers the ability to instantly watch movies and TV episodes on their iPhone" reads the survey, as reported on several blogs. "The selection availability to instantly watch includes some new releases, lots of classics, and TV episodes. There are no advertisements or trailers, and movies start in as little as 30 seconds. You can fast-forward, rewind and pause or watch again. The movies and TV episodes you instantly watch are included in your Netflix membership for no additional fee."
There's a catch, though. Your iPhone would have to be connected to a Wi-Fi router when viewing. The survey suggests the app wouldn't be 3G compatible and won't allow movies to be downloaded.
The survey reportedly asks, "If this functionality were available, how likely would you or someone in your household be to instantly watch movies and TV episodes on your iPhone via a Wi-Fi network?"
Netflix, which charges a $9 monthly membership fee, sent a similar survey to assess interest in streaming to Nintendo's Wii gaming platform, which includes Wi-Fi. That service begins this spring. Netflix is already available on Microsoft's Xbox Live platform and is reportedly pursuing deals with other game-console makers.
Netflix spokesperson Steve Swasey said, "Netflix surveys folks all the time about all aspects of the business -- content, UI, devices, web site ... We have more than 200 surveys going at any given time, but nothing to comment on."
Eyes on Mobile
In an interview with Reuters, Netflix CEO Reed Hastings said mobile applications are "something that's likely to come over time. But nothing in the short term. (With) movie watching, we are not focused on mobile yet, but (instead) on the TV, on Blu-ray, and on the video-game consoles. We will get to mobile eventually, including the iPhone."
But getting an app into Apple's App Store might be tricky, considering that Apple's iTunes Store offers thousands of movie titles. Would Apple allow the competition?
"I guess it would all depend on how much of a cut Apple would get from Netflix," says Kirk Parsons, a mobile-devices analyst at J.D. Power and Associates. "Their typical fee is 30 percent."
Current movie-related applications available in the App Store include Flixster and Joost, which show clips and trailers; IMDB, which offers background and cast information about films; and Fandango, which offers movie times.
In pursuing an app, Netflix may have the upcoming iPad tablet computer in mind more than the iPhone, since the iPad's 9.7-inch screen is nearly three times bigger and it has Wi-Fi capability.
"It would be less convenient to use if it's only accessed via Wi-Fi," said Parsons of the iPhone app
Related information:
Netflix (NASDAQ: NFLX) is a service offering online flat rate DVD and Blu-ray disc rental-by-mail and video streaming in the United States.[4] Established in 1997 and headquartered in Los Gatos, California, it has amassed a collection of 100,000 titles and approximately 10 million subscribers.[5] The company has more than 55 million discs and, on average, ships 1.9 million DVDs to customers each day.[5] Netflix previously claimed to spend about $300 million a year on postage. On February 25, 2007, Netflix announced the billionth DVD delivery.[6] Two years later, on April 2, 2009, the company announced that it had mailed its two billionth DVD, and awarded the recipient with a complimentary lifetime membership. It topped the ForeSee Results’ Top 100 Online Retail Satisfaction Index with an American Customer Satisfaction Index score of 86, well over the industry average of 75.
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