Shazam: From Music Identification to Media Engagement
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Case Code: BSTR478 Case Length: 17 Pages Period: 2001-2015 Pub Date: 2017 Teaching Note: Available |
Price: Rs.500 Organization: Shazam Entertainment Limited Industry: Mobile Application Industry Countries: US, UK, India Themes: New Product Development, Innovation |
Abstract Case Intro 1 Case Intro 2 Excerpts
Introduction
In January 2015, music identification app company, Shazam Entertainment Limited (Shazam), closed a US$ 30 million round of investment that raised the valuation of the company to over US$ 1 billion. Thus, Shazam became one of a handful of tech startups 4 from the UK to become part of the billion dollar club. The company planned to use the new investment to expand its service into new markets and further develop its technology.
Founded in 2002, Shazam offered a music identification service which enabled smartphone users with the Shazam app to identify any song through a process called tagging. Users had to press the 'tag now' button in the app and hold the smartphone up to the source of music. The tune was then picked up by the smartphone’s microphone and, within four seconds, the Shazam app returned the name of the song and the artist and the options to purchase it, in a results page. Shazam linked song purchases to major music providers such as iTunes, Google Play, Amazon MP3, and Spotify, and received a percentage of each sale. Over the years, to differentiate its service and build user interest in its app, Shazam introduced a series of features and technological enhancements in its app. The company tied up with online music retailers and streaming services to build its database of music. In addition, Shazam partnered with other tech companies to seek out new applications for its technology...
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