Outdoor Digital Media in ChinaOutdoor Digital Media in China: Tulip Mega Media in the Run-Up to the Beijing OlympicsResearch ProblemCurrent situationTulip is acting fine on the outdoor digital media market in China.Desired situationTo continue the rapid growth on the outdoor digital media market after the Olympics in Beijing.ProblemIt’s unclear what the impact of the Olympics in Beijing is going to be on Tulip’s performance.ObjectivesCompany ObjectiveAfter the Olympic Games, we want to aggressively build networks and race for new leadership. Furthermore, we want to maintain the rapid growth we have reached during the Olympics.Research ObjectiveTo describe how the competitor Advision is operating in the outdoor digital media market, describe the best strategy for Tulip to adapt after the Olympics.
Tulip Technologies, Listed as a publicly available company, owns the rights to all digital media platforms in Chinese.We expect the rights to be in the following categories: Digital content on TV, Web and Mobile.Achievement StrategyWe are looking at ways to ensure that a large portion of our users experience the best conditions for the growth in the digital media market.The aim in this strategy is to encourage innovation and growth at the end of the Olympic Games in Beijing.Tulip hopes that, based on the Internet-based environment, its clients and consumers will quickly learn about a variety of applications that offer high-speed, high-quality audio service to their digital devices.Based on our experience, we believe that one of our customers should be a service provider, particularly to those who live in cities and need a great experience online.Our solution to this will be, for them, digital content.We intend to grow our online and the available content for their devices through initiatives. Our target customers will be the consumers who, like us, love digital music and movies, and the content produced by our services.As our Internet-based customers experience more and more experiences on their devices, the opportunities for their users to see what’s available online might also increase. We will consider initiatives based on this desire to increase user experience by making sure they have access to all the available content.This vision is a direct response to the fact that while it might be possible to build an Internet-based ecosystem on a global audience, most of the time our customers are not that inclined that they should have the right to experience the most excellent-quality digital music and movies with the most user-friendly online experience possible.For example, if the main player on the Internet is in rural areas, and this service is available in rural areas, then there is no need that the user go to a nearby Internet store or search for one of the options that would be available online to their home. The consumers would have the choice of using Google (www.google.com/go/products/search/) or others in order to access those available digital content. Furthermore, since Google has provided excellent service of its own, its customers have the ability to search their entire home. We hope that this can assist them to choose the best online and offline options.We are aware that our partners in China would like to develop an Internet ecosystem in their regions and can give us an estimate on the current number of such products by providing information on the local and urban usage of the Internet.We believe that this is because these applications have a variety of potential applications. However, we cannot be sure how this specific program impact on the Internet.Since our Internet-based customers do use our services, they will not be pleased to use anything that is not optimized for their local usage. Therefore, using these products does not mean that we have to add some unnecessary features.As a result of our network collaboration, we will be developing the necessary programs to enable the customers to access and connect with all the available content on the Internet right away.With respect to the new digital content offered by Tulip’s website, the user experience remains the same—albeit slightly different.A small
SWOT Strenghts-High marketshare; only one other competitor.- Strong financial position to carry out it’s expansion plan.- A new innovative product.- Deep relationship with the local autoritiesWeaknessesUndifferentiated products (i.e. in relation to Advision)Location of Tulip  (based in Shanghai, as well as Advision, competition was fierce between the two operators in terms of securing rights from real-estate owners as well as competing for shares of clients’ budgets. )OpportunitiesA developing outdoor digital media market in China of 18% of total advertising spending.Growth of the number of people spending more time out of their homeOlympic Games in BeijingThreatsNew entrants in the outdoor digital media market.Re-arrangement of the city landscapeResearch QuestionsWhich advertising channels are available in our market? (E)Who is in our target group? (I&E) Can we rise to the challenge and to repeat the success of some of our predecessors, such as Focus Media and AirMedia? (I&E)