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Case Title:

The Future of MySpace

Publication Year : 2006

Authors: Anandan Pillai, Joel Sarosh Thadamalla

Industry: Internet and e-commerce

Region:USA

Case Code: GRS0102A

Teaching Note: Not Available

Structured Assignment: Not Available

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Abstract:
The development of technology and increased usage of internet gave the traditional social networking concept a new dimension. MySpace.com (MySpace), a social networking website launched in 2004, became successful within a short period of time. MySpace offered services such as blogs, messaging, member searching, music and events. By 2006, MySpace with a market share of 75.56% became the leader among the social networking websites and in March 2006, it was ranked as 2nd most viewed website (by page views) in the US.

The popularity of networking websites had drawn many popular sites to launch their own social network sites. The competition had become intense. Further, the US Federal Communications Commission introduced legal amendments to control the activities of social networking websites and their misuse. In the cluttered maze of networking sites how would MySpace maintain its leadership needs to be seen?

Pedagogical Objectives:

  • To study the concept of social networking websites and its benefits to the consumers and marketers
  • To study the efforts of MySpace in attaining leadership position within a short period of its inception
  • To discuss the growth strategies followed by MySpace
  • To discuss the challenges of legal amendments laid by the US on the social networking companies
  • To analyse the leadership prospects of MySpace in future.

Keywords : MySpace; social networking website; News Corporation; Rupert Murdoch; product differentiation; market leader; acquisition; revenue model; consumer behavior; social image; diversification; Friendster.com; Growth Strategies Case Study; Classmates.com; Cingular Wireless; Helio Inc

Contents : 
Social networking websites
Product offerings
Niche Players
Challenges for MySpace
The Road Ahead
Top 15 Social Network Sites
Top 5 most visitedWebsites

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