Digital Media Strategy

Submitted by- Group 6Piyush, Ali, Sachin

Case Synopsis & FactsEstablished digital

media group for money maker

strategies

Commissioner set revenue goal of $25

billion by 2027

National Football League's Super Bowl

deemed unofficial holiday

1995 NFL/ESPN partnership started into digital media

world.

2001 NFL's popularity increased alongside growth of

worldwide web

Digital media President developed

ideas to achieve revenue goal

Case Inferences0Non-exclusive Partnerships = More mobile users reached +

Better Payoff

0 Pros:

0 Reach the NFL goal of reaching “farthest football fan”0 More mobile and tablet users means more revenue

0 Cons:

0 Slightly more financial risk due to multiple partnerships0 May be harder to control distribution/hackers

0Exclusive Partnership = Successful wireless carrier + less financial risk

0 Pros:0 An exclusive deal with successful wireless company0 Reach mobile customers who subscribe to wireless company

0 Cons:

0 Limits other carriers not included in deal (Sprint, AT&T, Verizon)0 Limits access to mobile users globally0 Less mobile users may make the switch to one company0 Loose potential revenues from mobile users

• Partnership will make one wireless carrier very happy, but upset the rest

• The NFL’s digital media group could strike a new deal with Sprint or another wireless provider

• Over 70% of Americans identify themselves as fans of the NFL.

• Leaving out a large number of NFL fans who could be potentially interested in digital media services

• Relationship with Sprint provides a more intimate B2B relationship

• Sprint would be willing to pay a premium for the NFL’s brand name and services. Strenghts Weakness

ThreatsOpportunities

Recommendation01. Tablets and other digital media

Renegotiate for best DIGITAL WIRELESS Partnership

SprintVerizonAT&TTV Networks (ESPN, ABC, CBS, NBC)

Problem Definition

Partnership to pursue

Present the Strategy in meeting

02. Create New Digital & Broadcast Partnerships

0 (A). Watching football no longer confined to living room (now individual)

2011 half U.S. population uses digital media

0 (B). NFL products are now at fans FINGERTIPS

Smartphones Mobile Devices (APPS)

Conclusion0A wireless deal that would form non-exclusive

partnerships with multiple carriers. Though this is not the deal that transpired and is in place today, we do agree with Rolapp, that utilizing global markets along with new technology is the way to go, and that is exactly what the NFL is currently doing.