Logitech CEO Calls Using Google TV A Big Mistake

Posted Nov 11, 2011

At the Logitech Analyst and Investor Day, CEO Guerrino De Luca revealed the mistakes that the company made with the development and manufacturing of the Logitech Revue Google TV set top box. De Luca said that the Christmas 2010 launch of the Logitech Revue “a mistake of implementation of a gigantic nature.”

De Luca had told investors that the company “brought closure to the Logitech Revue saga” by allowing inventory to run out of this quarter. He also said there are no plans to replace the Revue.

De Luca had even went as far as suggesting that the Google TV is far from launch. De Luca still considers Google TV to be beta in software and believed that it was a misstep in believing that Google TV would revolutionize TV right out of the gate. In short, De Luca said that Logitech “executed a full scale launch with a beta product and it cost us dearly.”

Below are some additional things that De Luca said:

To make the long story short, we thought we had invented [sliced] bread and we just made them. [We made a commitment to] just build a lot because we expected everybody to line up for Christmas and buy these boxes [at] $300 […] that was a big mistake.

This mistake combined with operational miscues in EMEA cost Logitech well over $100 million in operating profits. De Luca still believes that Google has a fighting chance to revolutionize TV, but it would be a grandchild of Google TV.