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商品編號： 9-804-142 出版日期： 2004/03/19 作者姓名： Eisenmann, Thomas R.;Carpenter, Steven 商品類別： Other 商品規格： 18p 再版日期： 2005/09/13 地域： Washington 產業： Internet services 個案年度： 2004 - 2004
商品敘述：
Examines RealNetwork''s (Real''s) strategy for the rapidly emerging online music market. In contrast to rivals who sell individual copies of songs, Real offers online music on a subscription basis. For a $10 monthly fee, subscribers to Real''s Rhapsody service have unlimited rights to stream all songs from a 600,000-title library to any PC and can burn CD copies of these songs for 79 cents apiece. Real faces significant marketing challenges in persuading consumers to ""rent"" rather than own their music. The company must decide which channel partners--broadband access providers, consumer electronics retailers, PC manufacturers, or portals--are best equipped to help sell its services. Finally, Real must determine how to differentiate its services from those soon to be offered by a glut of new competitors poised to enter the online music market, including Wal-Mart, Viacom, Sony, Dell, and Microsoft.
涵蓋領域：
Entrepreneurship;Marketing channels;Market positioning;Business models;Internet;Networks
相關資料：
Case Teaching Note, (5-808-069), 26p, by Thomas R. Eisenmann
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