THE PROMISE: UltraViolet was supposed to be a way for consumers to buy a DVD or Blu-ray, register their ownership of the movie on a website and then receive? at no extra cost ? a digital version that could play on their computer, tablet or mobile phone.
THE FLUBS: UltraViolet didn’t work as advertised when Warner Bros. introduced it. As a result, users went to the Internet to complain.
DIFFERENCES IN APPROACH: To lure consumers, technology companies strive to make their products and services easy to use. Hollywood tends to sacrifice user convenience to maintain existing cash cows.