個案資料
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SonyLIV OTT: Fix Value Proposition or Reposition
內容大綱
In 2023, SonyLIV, a prominent player in India’s rapidly expanding over-the-top (OTT) streaming service industry, appointed Mr. Danish Khan as its new business leader. Despite prior accomplishments in revitalizing the platform and achieving notable growth in subscribers and revenue, Khan faced formidable challenges in his new role. The key challenges were substantial expenses in customer acquisition and content management in an intensely competitive market. This case probes critical strategic questions: Which customer segments should SonyLIV focus on, and does the platform need to reassess its subscription model? Should it contemplate collaborating with industry rivals to access content and engage in cross-promotion? Alternatively, should it explore any other strategies to enhance its market share and financial performance?
學習目標
This case is suitable for graduate marketing courses. This case introduces students to the Indian OTT industry and the challenges for incumbents owing to intense competition in the industry’s growth stage. After discussing this case, the students will be able to do the following:<br><br><ul><li>Explain the OTT platforms’ offerings through the lens of service marketing.</li><li>Analyze the potentials and expectations of the different consumer segments.</li><li>Review SonyLIV’s subscription models in light of the competition’s pricing plans.</li><li>Propose a strategic plan of action to make SonyLIV successful in light of competition.</li></ul>