At a J.P. Morgan conference held in Boston on Wednesday, Netflix CFO David Wells said that the company was looking up and, more importantly, customers who cancelled the service because of the Qwikster rebranding, plan repricing, and subsequent poor PR are now returning. The company drove users away due to a considerable price hike on its cheapest disk plan - from $9.99 to $15.98 - as well as its ham-handed decision to split the company into a streaming arm - Netflix - and a disk-in-the-mail arm - Qwikster. Wells said:
Friday, May 18, 2012
Netflix?s Former Customers Are Returning After Rebranding Fiasco
At a J.P. Morgan conference held in Boston on Wednesday, Netflix CFO David Wells said that the company was looking up and, more importantly, customers who cancelled the service because of the Qwikster rebranding, plan repricing, and subsequent poor PR are now returning. The company drove users away due to a considerable price hike on its cheapest disk plan - from $9.99 to $15.98 - as well as its ham-handed decision to split the company into a streaming arm - Netflix - and a disk-in-the-mail arm - Qwikster. Wells said:
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