Directv strives to be an innovator in the technology that provides its customers with the best possible television experience. In the past, they have done this by providing users with the highest quality satellites available in the market and supplying the clearest premium and local HD channels. Since we are living in a growing mobile society Directv plans to improve their mobile telephone application by allowing users to use voice recognition software to change channels or search for particular programming. This is one way Directv is trying to stay ahead of its major competition in the future. In 2007, Directv acquired technology that would allow its users to skip television commercials, however they have not decided to implement it to date. Directv's CEO, Michael White, is showing great leadership for the company by not implementing the technology until lawsuits play out stemming from Dish using the technology as a negotiation tactic in order to gain cheaper prices from programmers. Mr. White plans to keep Directv out of the legal ramifications associated with the technology while also letting Dish test the consumer market. Directv and Mr. White are basically letting the competition do all of its dirty work for them while they sit idly by ready to pounce.
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