Case | HBS Case Collection | March 2010 (Revised February 2011)

Major League Baseball Advanced Media: America’s Pastime Goes Digital

by Anita Elberse and Brett Laffel

Abstract

In January 2010, Bob Bowman, chief executive officer of Major League Baseball Advanced Media -- MLB's digital arm -- is facing a number of decisions related to its 'app' for Apple's new iPad. What are the best name, price, and set of features for MLBAM's iPad app? The case describes what is often seen as one of the most successful paid-content businesses in sports and media. Provides in-depth information on MLBAM's four main sources of revenues, and relates those to the league's overall revenues. Describes the company's online and mobile offerings in considerable detail, and outlines the choices facing MLB's offering for Apple's iPad device, enabling a rich discussion of viable marketing strategies.

Keywords: Business Model; Marketing Strategy; Distribution Channels; Mobile Technology; Online Technology; Sports Industry;

Citation:

Elberse, Anita, and Brett Laffel. "Major League Baseball Advanced Media: America’s Pastime Goes Digital." Harvard Business School Case 510-092, March 2010. (Revised February 2011.)