Netflix

Exhibit A

Netflix Comparative Advantage Analysis

| |Compared to retail competitors like Blockbuster & Redbox, |Compared to VOD competitors like Amazon & Time Warner, |

| |Netflix’s capabilities appear to be: |Netflix’s capabilities appear to be: |

|Product Management | | |

|Ability to develop and deliver superior-quality and/or customized goods and services. | | |

| |Inferior Equivalent Superior |Inferior Equivalent Superior |

| | | |

|Communications Management and Brand-building capability | | |

|Ability to create & manage customer value perceptions leading to high levels of brand equity, | | |

|using effective: positioning, advertising message delivery, personalized communications, & |Inferior Equivalent Superior |Inferior Equivalent Superior...