TiVo has had to learn this the hard way: great technology by itself won't break through – you still have to give it away for free to get user adoption.

At least that's what appears to be the logical conclusion from an In-Stat study that saw 2004 shipments of personal video records (PVRs) surge by 147 percent to 11.4 million.

Increased consumer awareness is the driving force behind the rise, the researchers claim, but not without cable and satellite providers giving away the devices for free. And they also happen to have slashed the subscription costs for the devices.

A PVR automatically record television shows and allow consumers to easily skip commercials. It also lets users rewind a live television show, a much appreciated feature when Janet Jackson flashed a breast during the 2004 Super Bowl half time show (warning: link contains picture of covered nipple).

It’s the mobile phone all over again. No matter how great your technology is, it helps a lot to give away the required devices.

25 May 2005