Satellite Radio: An Industry Case Study

Abstract

Radio broadcasting is characterized by diffused taste for programming and highly fragmented supply of content. Satellite radio is a major technological breakthrough that promises to reshape this industry by, among other things, satisfying a greater diversity in tastes and promoting greater variety in content provision. A major issue is that the economies of scale are such that it is unlikely more than a few (currently, just two) providers can operate in this market due to the considerable infrastructure and content costs.

To study the industry structure (demand and cost analysis), analyze customer acquisition strategies and the resulting lock-in of customers, and the aggressive bidding for content that takes place in this industry.

Citation

Al-Najjar, N., Desai, D. and Hallaway, S. (2017), "Satellite Radio: An Industry Case Study", . https://doi.org/10.1108/case.kellogg.2016.000294