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The Apple ROKR: Fusing the Music and Wireless Industries

Comín, Marta ; Valor Sabatier, Josep ; Sieber, Sandra

Reference: SI-156-E
Year: 2005
Number of pages: 23
Publication Date: Apr 28, 2006
Source: IESE (España)
Type of Document: Case

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Description

Telefónica Móviles, S.A. is deciding whether to subsidize the purchase of ROKR, a hybrid "telephone-iPod" which can be used as a normal phone, as well as for listening to music previously downloaded through a computer. The case describes the structure of the music industry and the revolution brought about by music exchange systems. It also provides material for the study of the effects of digitalization on the structure of the music sector.

Keywords

Marketing New Technologies