It is the end of 2007. Called cell phone (“keitai”) novels have been turned into an extremely popular form of entertainment on the go in Japan, especially among young, female readers. In fact, mainly published from love stories of amateurs in short sentences and with little plot or character development, mobile phone novels in book form and even as a remake movies come to dominate the mainstream media written content. For media giant Sony, Ken Munekata, CEO of Sony Pictures Entertainment … Read more »

It is the end of 2007. Called cell phone (“keitai”) novels have been turned into an extremely popular form of entertainment on the go in Japan, especially among young, female readers. In fact, mainly published from love stories of amateurs in short sentences and with little plot or character development, mobile phone novels in book form and even as a remake movies come to dominate the mainstream media written content. For media giant Sony, Ken Munekata, CEO of Sony Pictures Entertainment (SPE) and Atsushi Fukuda, president of Sony Digital Entertainment (SDE), try to craft an appropriate response. After the founding of SDE as a 100% subsidiary of Japan’s Sony, they are now developing a wide range of digital content offerings for mobile users, especially original contents including keitai novels “Made in Japan”. SDE subscription model but can compete in a market dominated by the free keitai novel offers? And generally have keitai Sony’s current initiatives to move the company in the right strategic direction? Allows for a detailed examination of the viable business models for established media companies compete in digital markets dominated by user-generated advertising-based content. Also allows an assessment of the economics of production and distribution of traditional films and books and digital (mobile) content.
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Anita Elberse
Source: Harvard Business School
20 pages.
Release Date: 04 March, 2008. Prod #: 508071-PDF-ENG
Sony Digital Entertainment, Japan HBR case solution

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