Drill Down Sidebar What's in the Box?
By Markkus Rovito
There's little doubt that both the RCA and Sony SAT-W60 DirecTV receivers with UltimateTV service are cool and innovative products, but many consumers are yet unaware of not only this product but also PVRs in general and the way they can radically change the television viewing experience. It will take a focused sales strategy and show floor demonstration to make some of the tougher UltimateTV sales.
Microsoft and Sony both have teams traveling to UltimateTV retailers to help train sales people on how to do effective UltimateTV demonstrations and to present the key information to customers. Covering the 18 top DMAs, 25 to 30 UltimateTV "evangelists" spread the gospel of the product so to speak, and make sure the product looks good at the point of sale. On Sony's end, the company has created a number of retail materials on the SAT-W60, such as pocket guides for sales people. The company's retail sales associates and training staff disseminates the process of demonstration to sales forces at retailers around the country. Vince Clemons, Sony's marketing manager for digital media products, said the Microsoft and Sony training teams rarely work together at a store but that "we're all on the same page."