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  • March 2010 (Revised June 2019)
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Major League Baseball Advanced Media: America's Pastime Goes Digital

By: Anita Elberse and Brett Laffel
  • Format:Print
  • | Language:English
  • | Pages:24
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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 and Wireless Technology; Internet and the Web; 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 June 2019.)
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About The Author

Anita Elberse

Marketing
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Related Work

    • March 2010 (Revised June 2019)
    • Faculty Research

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

    By: Anita Elberse and Brett Laffel
Related Work
  • Major League Baseball Advanced Media: America's Pastime Goes Digital By: Anita Elberse and Brett Laffel
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