Abstract

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.

Learning Objectives

The case is structured to achieve the following Learning 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

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