 |
 |
|
|
Situation:
Sony’s BMG Music Entertainment division includes some
of the most popular signed recording artists. In their concern
for protecting their recorded copyright from free downloads,
Sony took the unusual step of including a surreptitious program,
or root kit, on all their music CDs that would prevent file
sharing. In the fall of 2005, a lone blogger first wrote about
finding the root kit program on his PC after playing a BMG
CD. Because the root kit program opens security holes on the
computer, root kits are typically considered spyware. The
lone blogger wasn’t alone for long. A well known security
expert, Mark Russinovich, soon posted a blog “Sony Root
Kits and Digital Rights Management Gone Too Far” that
set off a firestorm of criticism that was picked up by mainstream
media, and bloggers the world over. Sony at first defended
its practice.
Solution:
Umbria could have quickly assessed the rapidly mounting negative
discussion, and provided Sony with a valuable gauge of the
public sentiment as discussion on the blogosphere began to
talk of boycotting all Sony products.
Outcome:
The incident ultimately is costing Sony hundreds of millions
of dollars, as it defends itself against the class action
suits and investigations brought by the Attorneys General
of New York, California, Texas, and even Italy, and recalls
the hundreds of thousands of affected CDs. Sony’s marketing
department must also now make investments to rebuild its brand.
Umbria’s ability to monitor marketing effectiveness,
to provide a picture of competitors’ positioning, and
to provide specific input the latest trends in the industry
could be a critical component of designing and monitoring
the effectiveness of that marketing strategy. Umbria listens.
|
|
|
|
|
|
|
