Netflix is a online-base platform which provides customers streams to watch contents with a little cost. It used to have the images that the contents they own are outdated; the platforms they built on are hardly accessible; the searching engine is hard to handle etc. But Netflix realized and then decided to change quickly. Currently, they are trying to alter their customer experience. More precisely, the new user interface, platforms on traditional televisions, new lightweight platform, searching experience and social functions are believed that these parts can change and improve the images of Netflix significantly by providing a brand new searching, watching experiences for customers.
This action is going to change the value proposition of Netflix. Netflix used to target customers by their cheap prices and convenience, but the number of substitutes increased dramatically. Some online free-watching websites can function the same as Netflix. Concerning about the increasing competition in online-watching market, Netflix decided to figure out some value that customers are eager to pay like services, hot movies and better experiences.
This can also be analyzed from creating point of difference. In order to take charge in the whole market, they need to be distinguishable among all the companies. Being passive in either market itself or the eyes of customers is not a good strategy though. Point of difference makes them relieve from searching and asking for resources to provide for customers because the resources are not the only thing anymore they want.
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