NCR-owned Blockbuster Express fell short of its stated goal of 10,000 installed kiosks in 2010, winding up with around 8,000 by the end of the year. The Redbox rival has set a more modest goal for itself in 2011, projecting an addition of 3,000 kiosks, brining its total to around 11,000 by year’s end.
John Bruno, EVP of industrial solutions with NCR, says that the 2,000 kiosk shortfall in 2010 was a deliberate decision in which BB Express focused on “the performance of individual kiosks versus the number deployed.” Says Bruno:
“We feel good about what we learned in 2010 . . . We felt we had to focus on our underperforming stores,” Bruno said . . . We are either addressing site issues or redeploying machines that did not show up to have the rental foot traffic we had expected.”
With Redbox’s lower-than-expected numbers and now this news, is the kiosk market reaching maturity? Or is the spin from Coinstar and Blockbuster Express correct? Weigh in with your thoughts in the comments.
(via Home Media Magazine)