Netflix Inc. (NASDAQ: NFLX) CEO Reed Hastings has a plan to keep the company relevant given that the DVD-by mail business will become obsolete sooner or later as video content delivery via the internet becomes more widespread.
The company is partnering with LG Electronics to develop a set-top box that will allow you to stream movies from the internet straight to your television -- look for it in the second half of this year.
It's an exciting development and strong evidence that Hastings realizes that company's current bread and butter, mailing people movies, isn't the future. But I'm skeptical about whether Netflix shareholders will reap the rewards. The problem is that I can't figure out what Netflix's competitive advantage is in entering a new space. Sure, it can invest in new technology -- but so can everyone else and a lot of other companies are. Just as Blockbuster's (NYSE: BBI) brick-and-mortar presence didn't mean they could make money doing DVDs by mail, I don't think Netflix will be any better positioned than a lot of other well-funded companies looking to be on the cutting edge of the next generation of movie delivery.
True -- the company has a strong library of titles already available for streaming, but other companies willing to spend the money probably will be able to duplicate that.

Bloomberg reporter Katherine Burton's first book, 

