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24/7 Wall St.: Seven Companies Forced to Change Their Names

Netflix

Former name: Qwikster
Year changed: 2011

In 2011, having already announced a 60% price hike that infuriated customers, Netflix Inc. (NASDAQ: NFLX) introduced Qwikster. The plan, part of Netflix’s attempt to separate its streaming video service from its DVD mailing service, was an instant flop. Customers decried not just the higher costs but also inconvenience of two separate websites and having two bills. Although the price increase was permanent, the Qwikster decision barely lasted a few weeks. In a 2011 conference call, CEO Reed Hastings said of the Qwikster plan, “In hindsight, it’s hard to justify.” He also added, “Qwikster became the symbol of Netflix not listening.”

(AP Photo/Seth Perlman)

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The opinions expressed are solely those of the author and do not necessarily reflect the views of Comcast.

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