Lovefilm has brought onboard Kristian Segerstråle and Roland Steindorf as non-executive directors, two experts that may well allow Lovefilm to expand across Europe and develop a more sturdy online strategy.
Segerstråle is the CEO of Playfish, a gaming company which has been acquired by Amazon in 2009 for $250 million while Steindorf has extensive experience in the German media market, something which could prove to be crucial in a near future.
Lovefilm offers white label services for a number of well known brands such as WHSmith, CDWOW, Easy Cinema, Tesco DVD rental, Sofa Cinema from Guardian and operates in four countries across Europe.
Amazon owns 32 per cent of Lovefilm and there are speculations that Lovefilm could well go for an IPO with a £200 million valuation, a floatation that would give it enough financial resources to accelerate its migration from a DVD-only service to digital services.
The move comes as Apple announced that Netflix would be present on the Apple TV which means that the popular US-based video on demand service may finally come to the UK and Europe towards the end of the year.
The IPO may be Netflix's opportunity to grab a foothold in the European market through an established player, something Best Buy did with Carphone Warehouse.
Lovefilm has already started to offer online streams; there are already around 4,700 titles already available online with four out of five titles available free with Lovefilm titles and a few Pay per view movies.