Assignment Number 1: Case Study (35%)
Assignment Title: Business Problem-Solving Case: Soundbuzz’s Music Strategy for Asia Pacific
Assignment Length: 2500 words minimum
* Demonstrate knowledge and understanding of the main concepts, tools and techniques of competitive planning * Evaluate critically and comment on control process techniques, tools and methods required for the development of ICT for competitive advantage * Demonstrate a critical awareness of the sources and characteristics of data necessary to support management information systems * Undertake research into the area of ICT and its usage in Business and e-business strategy * Review critically, consolidate and understand a systematic and coherent body of knowledge * Use the WWW and other electronic sources of information|
Assignment Brief: Read the case study before answering the questions.
Business Problem-Solving Case: Soundbuzz’s Music Strategy for Asia Pacific
Soundbuzz is Asia’s largest online and mobile music company, providing downloadable music and videos, digit rights clearances, and acquisition of licenses from music publishers and recording companies. It operates in 13 markets under its own brand and in partnership with digital music player manufacturers, broadband providers, and telecommunications carriers. Its online music stores are distributed via soundbuzz.com, Creative Technology (bundled with Creative’s MP3 players) and Windows Media player 10. With its headquarters in Singapore, Soundbuzz has more than 750,000 tracks and 500,000 mobile music derivatives in its database, sourced from 60 local and independent record labels. These include all major labels SONY, BMG, Warner Music, EMI and Universal- as well as independents from the U.S., Europe, Australia, and Asia. Soundbuzz content is secured using digital rights management technologies and delivered from its back-end infrastructure in Singapore, consisting of Web servers.
A group of four professionals spanning the music, Internet and finance industries founded Soundbuzz in November 1999. Commenting on the launch of the portal, Shabnam Melwani, co-founder and Director said, “Soundbuzz.com will not only augment record company sales and promotion methods, but also provide a new platform for unsigned artists to showcase and sell their music…..” At that time, the soundbuzz.com site featured an artist-upload interface site that allowed musicians and music producers to add their music and information about themselves to the soundbuzz.com music archives.
Soon after the launch, in February 2000, Soundbuzz signed a digital music deal with an Internet portal Lycos Asia to distribute its digital music on Lycos Asia’s network of localised portals in Singapore, Malaysia, China, Hong Kong, Taiwan and India. By March 2000, Soundbuzz had signed licensing agreements with 13 record labels across Asia including synchronised, the Phiz and Psychic Scream from Malaysia, Viva records from the Philippines, and Music Studios etc from Indonesia. These deals allowed their artists’ music to be offered for downloading and sale on soundbuzz.com in encrypted MP3 format.
In October 2000, Soundbuzz signed the first major record label agreement with EMI Music Asia, a division of EMI Recorded Music. Commenting on the partnership , Sudhanshu Sarronwala, co-founder and CEO said, “ This is a landmark moment for the Asian music industry as Soundbuzz becomes the only digital music retailer in Asia to partner with a global record label for the sale of secured, downloadable content for digital distribution…..” Soon after, Soundbuzz signed a digital music distribution agreement with BMG Asia-Pacific. These deals made Soundbuzz the first and only digital music retailer in the Asia-Pacific region to sign digital distribution deals with two global major record labels....