The case “Shazam: From Music Identification to Media Engagement” traces the rise of music identification app company, Shazam Entertainment Limited (Shazam) to a US$ 1 billion global brand. The case starts out by providing details about the development of the unique music identification technology and the struggle the founders experienced in establishing the company. The enhancements brought into the technology and the partnerships forged by Shazam to improve its offering are then described. The case also provides information on Shazam’s efforts to diversify the business by developing new applications of its technology for brands, broadcasters, and theaters. The case concludes with an outline of the success experienced by Shazam and its future plans.

Business Strategy Case Studies | Case Study in Management, Operations, Strategies, Business Environment, Case Studies

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Issues

The case is structured to achieve the following teaching objectives:

	To understand the process involved in developing and market launching of a new service
	To recognize the need to constantly update a product in tune with fast-changing customer demands
	To realize the need for partnerships and collaborations in enhancing the product offering
	To know the importance of developing a diversified business model

Contents

INTRODUCTION

BACKGROUND NOTE

THE EARLY DAYS OF SHAZAM

GROWTH IN THE SMARTPHONE ERA

CONTINUOUS ENHANCEMENTS

PARTNERSHIPS AND COLLABORATIONS

MOVING INTO A NEW AREA – TELEVISION ADVERTISING

WORKING WITH TELEVISION NETWORKS

THE RISE OF SHAZAM

OUTLOOK

EXHIBITS

Keywords

Brand Line Extension,Freemium,Collaboration,Partnership,Innovation,New Product Development,Shazam,Mobile app,Media Engagement,Business Diversification,Direct-to-consumer,Business Model,Social TV App,Music Identification Technology,Targeted Advertising

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