Netflix India Expansion is Evolutionary not Revolutionary
The entry of streaming pioneer Netflix in India is evolutionary in nature though its inaugural price is a bit on the higher side for what it offers, a leading US expert has said.
"I would say that the current price is a bit on the high side for what Netflix offers currently and it will have to keep increasing content quantity and quality over time to justify the price point," said Puneet Manchanda, a professor of marketing at the Ross School of Business at the University of Michigan.
His areas of expertise are business in emerging markets, business in India and strategy and marketing issues.
Netflix's global expansion is driven by three forces, he said.
First, Netflix needs to convince investors that it can keep growing. With the broadband market size outside the US about...