If you routinely buy at least five songs per month, here’s good news from Napster: A new subscription plan nets you five DRM-free MP3 downloads and unlimited streaming for just $5 monthly. In other words, it’s like buying the songs you were buying anyway and getting unlimited streaming for free.
Keys: Marketing, strategic marketing, product development, strategic alliances
Questions for discussion:
- Do you agree with the view that this deal is the best in the marketplace? Why or why not?
- How would you market music downloading services?
- Which target markets would you select? Why?
- Which markets would you avoid? Why?