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Extended Company Profile:

Netflix, Inc.

Type: Public (NASDAQ: NFLX)
Founded: 1997
Headquarters: Los Gatos, California, USA
Key people: Reed Hastings, Founder and CEO
Industry: Electronic commerce
Products: Online DVD rental
Revenue: US$688 million (2006)
Employees: 1200+ (2006)
Website: http://www.netflix.com

Netflix (NASDAQ: NFLX) is the first and largest online DVD rental service, offering flat rate rental-by-mail to customers in the United States. Headquartered in Los Gatos, California, it has amassed a collection of more than 65,000 titles and has about five million subscribers. Currently, Netflix spends about $300 million a year on postage to ship 1.4 million DVDs a day.

Rentals
The Netflix regional warehouse in SunnyvaleThe company provides a monthly flat-fee service for the rental of DVD movies. A subscriber creates an ordered list, called a rental queue, of DVDs to rent. The DVDs are delivered individually by way of the United States Postal Service from an array of regional warehouses (currently 37 in 28 states). A subscriber keeps a rented DVD as long as desired but has a limit on the number of DVDs (determined by subscription level) that can be checked out at any one time. To rent a new DVD, the subscriber mails the previous one back to Netflix in a prepaid mailing envelope. Upon receipt of the disc, Netflix ships another disc in the subscriber's rental queue.



Corporate history
Netflix has patented its rental and delivery process. The discs are returned to Netflix in the same envelopes in which they are sent to customers. The envelope shown is a former model from around 2000.Netflix began operations in 1998 with an online version of a more traditional pay-per-rental model (US$4 per rental plus US$2 in postage; late fees applied). It did not introduce the monthly subscription concept until late 1999. Since then it has built its reputation on its policies of having no due dates, late fees, shipping or handling fees, or per-title rental fees.

Unlike most online on-demand entertainment services, such as eMusic, Netflix's offerings cover the vast range of DVD movies (and increasingly, television series) with more than 65,000 titles, including titles by major and minor studios (excluding pornographic movies). Particularly, Netflix has become noted for its extensive collection of documentary films, Japanese anime, and independent films, many usually hard to find in traditional rental shops. Indeed, "some 35,000 different film titles are contained in the 1 million DVDs it sends out every day." The company's published subscriber counts have increased from one million by the fourth quarter of 2002 to almost five million at the end of the first quarter of 2006.

Netflix has developed and maintained an extensive recommendation system based on rating and reviews by customers, similar to the system at Amazon.com; the company believes this gives it an edge in competing with newcomers like Blockbuster Video

Netflix's growth has also been fueled by the fast spread of DVD players in households; as of 2004, nearly two-thirds of U.S. homes have a DVD player. Netflix also operates an affiliate program which has helped it to build online sales for DVD rentals.

Netflix is an example of the odd situation about copyright issues on the Internet. While it is possible and probably more convenient to directly download movies via the Internet, license issues and the fear of piracy prevents such a service. The CEO of Netflix, Reed Hastings, said that while he believes it would not be an instant success because of complications in copyright handling and relatively slow adoption of broadband Internet, Netflix will offer limited video on demand sometime in the future, allowing users to download movies via the Internet and that it may even expand into the video game market.

Netflix has been one of the most successful dot-com ventures. A New York Times article from September, 2002, said that, at the time, Netflix mailed about 190,000 discs per day to its 670,000 monthly subscribers. The article estimated that the company therefore distributes 1,500 terabytes of data per day, almost as much data that travels across the entire Internet in one day.

After incurring substantial losses during its first few years, Netflix posted its first profit during fiscal year 2003, earning US$6.5 million profit on revenues of US$272 million. Founded by Reed Hastings, Netflix was incorporated on August 29, 1997 and began operations on April 14, 1998. Netflix initiated an initial public offering (IPO) on May 29, 2002, selling 5,500,000 shares of common stock at the price of US$15.00 per share. On June 14, 2002, it sold an additional 825,000 shares of common stock at the same price.


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