Now Netflix, Inc. (NFLX) Will Make A Certification Program For Smarter TV


Netflix, Inc. (NASDAQ:NFLX) recently announced its certification program ‘Netflix Recommended’ for TV manufacturers at the 2015 Consumer Electronics Show in Las Vegas. The streaming company said that its program is motivated by varying consumer experiences on SMART TVs, which connect to the Internet and run various apps such as Netflix and YouTube.

Sometimes apps take too long for loading and may create audio problems, dilluting the customer experience for those without quick suspend-and-resume features on their TVs. Hence, Netflix came up with an innovative certification program whereby SMART TV manufacturers will be able to meet pre-defined usability standards. Satisfactory performance would allow them to get Netflix’s stamp of approval on their products.

Neil Hunt, Netflix, Inc. (NASDAQ:NFLX)’s Chief Product Officer, said that the program will help to raise the bar. It could be a big step forward, compelling several manufacturers to produce those recommended implementations.

Netflix wants SMART TVs to perform more like traditional channels, where, a simple push button on the remote could bring the customers right back, in case they flips from one program to another. The company could also extend this program to video game consoles and set-top boxes in the future.

Paul Gray, an analyst with DisplaySearch, commented that such a certification program could become symbolic to consumer recognition in some markets. Such a certification could be difficult to achieve for low-cost brands.

However, Hunt clarified that the company is focusing more on engineering detail and that doesn’t add a lot of cost to manufacturers.

Analysts believe Netflix, Inc. (NASDAQ:NFLX)’s certification program to be a success given its wider geographic presence in nearly 50 countries and even increasing customer base. SMART TV manufacturers are also welcoming the move, hoping the certification could help boast their brand recognition by differentiating their products from others. Netflix is also working for differentiating standards with gold, silver and bronze certifications.

Lisa Ray

Lisa Ray primarily covers Retail and Healthcare. Lisa Ray has completed her MBA (Finance) and an avid market tracker. She is a stock market analyst who closely tracks US markets along with other global markets like India. She has been expressing her views for years about markets and also advises various clients.

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