In a move that appears to be a bit of damage control mixed with a bit of new-product marketing, Netflix CEO Reed Hastings posted an apologetic message on the Netflix blog Sunday that has received mixed reviews.
And by mixed, I mean… mostly not great.
Hastings apologized for the PR fiasco that ensued following Netflix’s announcement in July that they would be charging separately for DVD-by-mail and streaming services.
The message begins with Hastings saying “I messed up” and “It is clear from the feedback over the past two months that many members felt we lacked respect and humility in the way we announced the separation of DVD and streaming, and the price changes. That was certainly not our intent, and I offer my sincere apology.”
But then it moves to an announcement about splitting the two components of the business into different websites and different names and NO integration between the two (meaning if you’re searching for a movie, you have to look for it on two sites instead of one). Streaming = Netflix. DVD = Quikster. Current subscribers will now get two charges on their accounts, but with no more price changes.
What do you think? Good move? Bad move? Does it matter?