AKAMAI & NBA COLLABORATION

Q1) The industry which is discussed in the video is ONLINE SPORTS CONTENT INDUSTRY. Using the porters model we can figure out following a) INDUST ! " #N$IN% S&# TS '#NT%NT INDUST ! () SU&&$I% ) DIST I*UTI#N " +,+-+I c) 'UST#-% " .$#*+$ S&# TS +UDI%N'%

d) SU*STITUT% " #N$IN% .+-IN. INDUST !/ #N$IN% 0ID%#S/ !#UTU*% live Streaming etc e) '#-&%TIT# S " #T1% S&# TS #N$IN% '#NT%NT $I,% 2##T*+$$/ T%NNIS/ *+D-INT#N etc +,+-I+ helps N*+ to achieve its strategy3 The strategy of N*+3'#- is to reach the glo(al online audience3 So the focus of N*+3'#- is to capture a fair share of mar4et share of #N$IN% S&# TS 0I%5% S from different parts of the world i3e3 -+ ,%T %+'1 focus3 2or N*+/ customers from US are as important as customers from Taiwan/ e67 The tall N*+ player !ao from Taiwan has huge fan following from that country and N*+ wants to reach all such corners of the glo(e3 This is called as 8$+ST -I$% %+'1 strategy +,+-+I not helps N*+ to align with its (usiness strategy (ut also help it to gain competitive advantage over other sports online distri(ution we(sites (y not only helping stream rich media (ut also (y providing au6iliary services li4e 2+NT+S! T%+-/ 5ID.%TS etc3 *y providing 9:;;; servers located strategically at different corners of the world/ +,+-+I helps N*+ to distri(ute its online content to different corners of the world with high speed3 +(ove all/ +,+-+I has maintained partnership with N*+ at strategic level which is <uite desira(le to achieve glo(al player status3

Q9) +ccording to generic strategies of porter/ a company can either have a cost leadership approach or a differentiation from competitors approach3 N*+ is providing superior <uality rich media content to its customers which shows that the focus is clearly on differentiation3 Though it mentions that it has opted for efficient supply chain which is generally opted for cost leadership strategy/ (ut it can (e seen here that the motive is to reach customers over the glo(e and reducing the downtime is another attempt of

differentiation3 +lso/ the video says that N*+ wanted to provide same <uality to all the customers across glo(e depicts its differentiation approach3 There is a small portion of the clip which shows the content displayed in $#'+$ $+N.U+.% which indicates that it wants to differentiate from other sports we(sites that display content only in %nglish

Q=) The (asic fact is that N*+ wanted real>time scores to (e provided across the world and ma4e its application scala(le3 *ut the root lies again in the strategy adoption3 The strategy of N*+ is to reach the online sports viewers across the glo(e and not ?ust limit themselves to United States viewers3 So/ it is necessary that all customers across the glo(e e6perience the superior rich media video content and online games etc3 This will help the game to spread to different countries and increase online traffic (y referral3 They have developed N*+ games considering the huge potential in the gaming industry and to 4eep the regular we(site visitors glued to the online channel3

Q@) %very franchise in itself a (rand and has to do lot of promotional activity3 %ach franchise has its own identity/ own strategy and different target audience from the other3 5e all 4now that all the franchise have commitment towards many advertising companies and have corporate sponsors3 Thus/ every franchise may re<uire displaying different content as per its (rand positioning strategy and sponsors re<uirement3 %very franchise has different t>shirt etc merchandise for sale and sales promotions for each franchise might (e different3 This all is done to satisfy the demands of fans of each franchise

Q:) The partners are the mar4eting company partners/ who are involved in various online promotional campaigns li4e (road(and video/ =; minutes programs/ integrated content etc3 %ven the companies li4e N#0#/ 1+I% which are (asically 'hinese companies are (ecoming N*+ partners (ecause of glo(al reach of the N*+ we(site3 Thus/ it can (e seen that the concept of glo(al ecosystem is prevalent in this case3