In today's market is has becoming increasingly important for organizations to posses a strong brand name and reputation. People everywhere recognize Napster. Why? Because it was the first company to offer digital music downloading. This provides Napster with a huge advantage over its competitors. Unfortunately because it was the innovator of this new technology Napster had to deal with copyright infringement charges brought about by the RIAA (Recording Industry Association of America). Despite the fact that Napster emerged from this battle they still suffer from being tagged as the company that was caught in legal trouble. For this reason, many people who have limited knowledge in online music downloading will steer clear of using Napster. The first think for Napster to take in consideration is to find a way to emphasize the fact that they were the first in the market and also, they have to erase their reputation as law breakers. Napster has a strong brand name, and they are also widely recognized as being an innovator, but they have to rebuild their reputation by emphasizing that they are a company that abides by the law. In order for Napster to attempt to capitalize on today's market, they nee...
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Because the competition in the file sharing industry is so powerful (iTunes, Yahoo, Rhapsody), Napster needs to begin looking for new ways of innovation. Creating partnerships with new companies and diving into different industries should be something that Napster focuses on. Partnering up with some of the major worldwide record labels such as Sony, EMI, BMG, Warner Music, and others to distribute digital copies of their music would be a smart business decision to take business away from iTunes and other major competitors. Another option is to collaborate technologies. For example, they might think about partnering with telephone companies that would implement Napster as their online downloading hub. Napster must recognize that they need to look in different areas for ways to increase their market instead of remaining a one dimensional company.
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