The Music Industry and Digital Music
Autor: jon • March 8, 2011 • Essay • 319 Words (2 Pages) • 2,202 Views
1. Resume
This thesis carries out a value network analysis, which identifies characteristics of technology
development in the recorded music industry, and explains how and why technology-related
characteristics have weakened incumbent firms, defined as the four major record labels, in the
music industry.
The analysis carries out a comprehensive Quality Function Deployment analysis, which
hierarchially identifies the most important changes in customer needs. The analysis identifies
four important customer needs as a result of the technological developments, namely
convenience and quality as the two major customer needs, and pricing and social connectivity
as two subsequent customer needs.
The data from the QFD analysis is applied in a product platform analysis, which identifies
some major differences between competing product platforms. In general, illegal platforms
deliver an efficient bundle of such complementary services, which can explain the initial
popularity of such sites. Traditional product platforms are not linked with actual customer
needs. Furthermore, new entrants such as Apple Itunes tend to deliver an efficient bundle of
service characteristics, specifically based on convenience, which explains Apple's success in
the music market.
The disruptive technology of digital music has occurred outside the industry's existing
...