Product details

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Subject category: Marketing
Published by: Harvard Business Publishing
Originally published in: 2019
Version: 5 June 2019
Revision date: 15-Jul-2019
Length: 24 pages
Data source: Field research

Abstract

In January 2010, Bob Bowman, chief executive officer of Major League Baseball Advanced Media - MLB's digital arm - is facing a number of decisions related to its app for Apple's new iPad. For example, what are the best name, price, and set of features for MLBAM's iPad app? The case describes what is often seen as one of the most successful paid-content businesses in sports and media. Provides in-depth information on MLBAM's four main sources of revenues and relates those to the league's overall revenues. It also describes the company's online and mobile offerings in considerable detail and outlines the choices facing MLB's offering for Apple's iPad device, enabling a rich discussion of viable marketing strategies.
Locations:
Size:
475 employees, gross revenue USD440 million
Other setting(s):
2010

About

Abstract

In January 2010, Bob Bowman, chief executive officer of Major League Baseball Advanced Media - MLB's digital arm - is facing a number of decisions related to its app for Apple's new iPad. For example, what are the best name, price, and set of features for MLBAM's iPad app? The case describes what is often seen as one of the most successful paid-content businesses in sports and media. Provides in-depth information on MLBAM's four main sources of revenues and relates those to the league's overall revenues. It also describes the company's online and mobile offerings in considerable detail and outlines the choices facing MLB's offering for Apple's iPad device, enabling a rich discussion of viable marketing strategies.

Settings

Locations:
Size:
475 employees, gross revenue USD440 million
Other setting(s):
2010

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