October 10, 2011

Netflix Does 180-Degree Turn

Netflix today said it will not rename its DVD-by-mail service and that its U.S. members will continue to go to the Netflix Website for both unlimited streaming and unlimited DVDs. Netflix said in a September that its DVD-by-mail service would operate at Qwikster.com. Instead, U.S. members will continue to use one Website, one account and one password for their movie and TV watching under the Netflix brand.

"Consumers value the simplicity Netflix has always offered and we respect that," said Netflix co-founder and CEO Reed Hastings, in a statement. "There is a difference between moving quickly - which Netflix has done very well for years - and moving too fast, which is what we did in this case."