On November 16th 2004, SK Telecom Co., Ltd. launched ``MelOn``, an ubiquitous music service, into the first time in the world. It, new business model in Korea, was a great success in domestic music industry. Its key success factors are not only differential features of service but also the superiority of technical know-how, customer-oriented spirit, and marketing mix activities compared to many competitors. The case shows how MelOn developed and then introduces what on-line music service is identifying the key success factors and presenting visible outcomes. Furthermore discussing its business implications and future challenges.
Yoo, Pil Hwa; Lee, Suke Kyu; and Kim, Kyoung Sik
"음악 산업에 있어 성공적 비즈니스 모델인 SK Telecom의 멜론(MelOn),"
Asia Marketing Journal: Vol. 8
, Article 7.
Available at: https://amj.kma.re.kr/journal/vol8/iss3/7