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Case Title:

Hiccups in the launch of iTunes Motorola phone in the US

Publication Year : 2005

Authors: Rekha Ravindran & Bindu Kannan

Industry: Telecommunications

Region:USA

Case Code: MKS0060B

Teaching Note:  Not Available

Structured Assignment:  Not Available

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Abstract:
In 2004, Apple computers entered into an agreement with Motorola Inc. for the manufacture of iTunes Motorola phone. The revolutionary phone is to be a 2-in-1 combination of an iPod and a cell phone and is planned to be launched by mid-2005. The case highlights on the delay of launch of the product and reasons behind it. The case also highlights on the potential of music in cellular phones and the reaction against the same from the wireless carriers in the US.

Pedagogical Objectives:

  • The state of music in cellular phones in the US
  • Feasibility of the partnership of Apple and Motorola in the long run
  • Reaction of wireless carriers in the US against iTunes Motorola phone.

Keywords : iTunes, Ipod, Apple Computers, Motorola, Product Launch, iTunes Motorola Phone, Marketing Strategies Case Study, Verizon Wireless, AT & T, E 399, US, Wireless carriers, Concept Testing, Music in Mobile Phones, Press Play, E Music

Contents:

  • Music in cellular phones
  • Apple - A brief profile
  • Motorola - A brief profile
  • iPod & iTunes

  • iTunes Motorola phone:
  • Opposition from wireless carriers
  • The Road Ahead

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