Avner Ronen, Boxee CEO, appeared on CNBC to explain how Boxee is going to compete and survive amongst Apple TV and Google TV. He said: "We're cheaper than Google, and more expansive than Apple."
Furthermore, BusinessInsider reports that Ronen said Boxee isn't necessarily going to lead the cable cutting. Instead of leading the cable cutting it will usher in a generation of people that never get cable. He compares the situation with mobile phones and landlines, if young people have a Boxee box, they won't see the point in having cable, just like the new mobile youngsters never had a landline, thus not seeing the point of having one.
It can be a good strategy to let others invest heavily in innovation and have a kind of follower-strategy which will benefit of the innovation/transformation by targeting the new target groups.