Treats (Real c) RealNetwork strategy for the rapidly developing market of online music. Unlike competitors that sell individual copies of songs, Real offers an online music subscription. $ 10 monthly fee, subscribers of Real's Rhapsody have unlimited right to transfer songs from 600,000 title library to any PC and can burn CD copies of these songs for 79 cents apiece. Real faces serious problems of marketing in persuading consumers 'rent' rather than own their music. The company must decide which channel partners - suppliers of broadband, retailers of consumer electronics, PC, and portals - is better equipped to help sell your services. Finally, Real have to determine how to differentiate their services from those that will soon be offered on an excess of new competitors on the verge of the online music market, including Wal-Mart, Viacom, Sony, Dell and Microsoft. "Hide
by Thomas R. Eisenmann, Stephen Carpenter Source: Harvard Business School 18 pages. Publication Date: March 19, 2004. Prod. #: 804142-PDF-ENG
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