• by Ross Fadner , July 24, 2012

Redbox and Verizon on Monday offered up some more details about their forthcoming Netflix competitor, Redbox Instant by Verizon, including the executive lineup, which will include former execs from both companies.

However, the so-called alpha launch left out important details like how much the service will cost and what content it will carry.   

Shawn Strickland, previously Verizon’s president of New York south/east region, assumes the role of CEO of the joint venture. Other key appointees include Chief Marketing Officer Amy Gibby, formerly CMO of Redbox; Chief Product Officer Joe Ambeault; Chief Technology Officer Jack Gallagher; VP of Business Development and Performance Management Pete Castleton; and VP of Customer Operations Tina Altmann -- all Verizon executives. 

Redbox Instant by Verizon will be branded as a Redbox product, while Verizon will build the service and handle behind-the-scenes streaming operations. It will be available on a wide range of streaming devices. 

All Things Digital’s Peter Kafka points out that because Redbox Instant by Verizon is starting at square one, it will probably start small. After all, both Netflix and Amazon Prime Instant Videos started small.

Kafka thinks the streaming offering will likely be “bolted on” to a Redbox subscription in the same way Netflix used to offer streaming as an add-on to its mail order DVD rental service. “That could morph into something bigger, later,” he says. “But for now, I don’t think this one will keep (Netflix CEO Reed) Hastings up at night.”