Since Netflix (s NFLX) announced plans to rebrand its DVD-by-mail business, the Web has been busy speculating about its future. Among other things, the new name, Qwikster, has attracted a good deal of ridicule — maybe because it doesn’t have the same ring as Netflix? But there are more serious questions being raised about the business model and the user experience consumers can expect from the new entity.
Here are just a few of the reactions on Twitter:
Meanwhile, a number of folks wrote longer posts talking about the decision:
- Mark Suster at Both Sides of the Table believes that Netflix CEO Reed Hastings should be applauded for the split, writing that it’s a smart strategic decision for the company.
- Dan Frommer at SplatF theorizes that Netflix rebranded the business in an effort to move users off discs as quickly as possible.
- Ryan Block at GDGT worries that separating the two businesses will result in a poorer user experience for consumers.
- BTIG analyst Richard Greenfield calls the move “puzzling,” and argues that creating a new brand goes against Netflix’s promise of simplicity to its subscribers.