Customers Outraged at New Netflix Pricing, Investors Giddy
July 14, 2011 12:30 PM
comment(s) - last by
The price hike and change in service plans are not sitting well with many Netflix customers, but Netflix already knew this would happen
Two days ago, Netflix announced that it would
change its pricing and plans
associated with its DVD rental and video streaming services. These changes include separating DVD rental from video streaming entirely, charging $7.99 for one or the other. For both, the cost is $15.98 (the current price for one DVD out at a time and unlimited video streaming is $9.99).
The price hike and change in service plans are not sitting well with many Netflix customers, but Netflix
already knew this would happen
. In fact, one day before announcing these plans, Netflix told customer service representatives to be prepared for angry callers.
Today, the company even increased the number of personnel in the department to handle the amount of phone calls they've received. "Hundreds" of Netflix employees have been answering phones, and this still caused some callers to have to wait to speak to an employee. The sales representatives have said that many of the calls have been "emotional."
"We tested, we researched, we analyzed," said Netflix spokesman Steve Swasey. "We knew what the reaction would be. We are not surprised. We knew that there would be some people upset by the service and with the price being adjusted."
According to Rich Greenfield, a Wall Street analyst with BTIG Research, Netflix employees have not been giving callers satisfactory responses through the day. Greenfield tested how Netflix's service department was handling the flood of calls by making over 35 calls over a two-hour time period, and said that Netflix employees simply tell customers (who threaten to cancel their subscription) to wait to cancel until September when the new plans/pricing takes place.
"There was simply no promo or 'save' technique to offer us a discount to
retain our business
," said Greenfield. "This would appear to illustrate that Netflix is simply not concerned with the prospect of losing customers."
In addition, Greenfield said he waited on hold for about 9 to 15 minutes while making these calls.
While customers are up-in-arms,
investors are salivating
at the Netflix price rise. According to Ingrid Chung, a Goldman Sachs analyst, the higher prices will make up for the cancellations by "driving customers toward more profitable Netflix plans."
"Gross margins should benefit as we believe that the majority of lower-priced (subscribers) were less profitable for Netflix," said Chung.
Chung also mentioned that "lower-priced subscribers" may be drawn to the streaming-only service as well, which could prove to be a successful shift.
Netflix shares increased three percent yesterday after the announcement of the new plans.
This article is over a month old, voting and posting comments is disabled
Perhaps better selection...
7/15/2011 11:45:32 AM
The streaming selection of BRAND NEW movies is rather dismal. I'm okay with the price hikes so long as I don't have to go to blockbuster when I want to watch a movie thats been relased in the past 10 years.
"My sex life is pretty good" -- Steve Jobs' random musings during the 2010 D8 conference
Cannabinoid-1 Receptor Protects Brain from Rapid Degeneration
July 13, 2011, 11:35 AM
How to Protect Android Devices From Newly Discovered Facebook, Calendar Exploit
May 17, 2011, 5:30 PM
Edward Snowden Presents Tech to Stop Government Spying
July 21, 2014, 12:00 PM
Verizon FiOS Network Upgrade Brings Symmetrical Upload/Download Speeds
July 21, 2014, 8:33 AM
Amazon Launches First Fire Phone TV Spot, Spends 30 Seconds Promoting Prime
July 18, 2014, 11:17 AM
Samsung Continues to Pick on Apple's iPad in Two New Commercials
July 13, 2014, 5:35 PM
Despite Legal Threats Google Begins Posting Warnings of ISP Throttling
July 7, 2014, 5:52 PM
Russia Introduces Bill to Keep Citizens' Data Within the Country
July 3, 2014, 2:34 PM
Most Popular Articles
Quick Note: Nokia Devices Now Receiving Windows Phone 8.1 Update
July 15, 2014, 10:42 AM
Microsoft Kills Entertainment Unit, May Shelve Flagship Lumia "McLaren"
July 18, 2014, 7:40 PM
Boeing 777 Malaysian Airlines Flight 17 Crashes in Ukraine
July 17, 2014, 1:00 PM
Tesla Confirms “Model III” EV with 200+ Mile Range, Blames Ford for Missed "SEX"
July 15, 2014, 9:12 PM
FBI Report Suggests That Self-Driving Cars Could Be Used as Rolling Bombs
July 16, 2014, 11:02 AM
Latest Blog Posts
Space Terrorism is a Looming Threat For the United States
Apr 23, 2014, 7:47 PM
Facebook Aims to Provide Internet to "Every Person in the World" with Drones, Satellites
Apr 1, 2014, 10:20 AM
Retail Mobile Sites Experience Outages in Light of Simplexity's Bankruptcy
Mar 14, 2014, 8:48 AM
Tesla vs. BMW: Who Has the Safer EV?
Feb 1, 2014, 2:56 PM
Justice Leaks Details of Next HTC One Two Flagship Phone
Dec 5, 2013, 4:04 PM
More Blog Posts
Copyright 2014 DailyTech LLC. -
Terms, Conditions & Privacy Information