Polyphonic Hmi Case Study Analysis Psychology

Case | HBS Case Collection | August 2005 (Revised September 2006)

Polyphonic HMI: Mixing Music and Math

by Anita Elberse, Jehoshua Eliashberg and Julian Villanueva

Abstract

In 2003, Mike McCready, CEO of Barcelona-based Polyphonic HMI, was preparing to launch an artificial intelligence tool that could create significant value for music businesses. The technology, referred to as Hit Song Science (HSS), analyzed the mathematical characteristics of music and compared them to characteristics of past music hits, making it possible to determine a new song's hit potential. McCready must decide on a target market--record companies, producers, or unsigned artists--and develop a marketing plan that helps overcome the likely resistance against adoption.

Keywords: Forecasting and Prediction; Music Entertainment; Business History; Leadership; Marketing Strategy; Strategic Planning; Problems and Challenges; Mathematical Methods; Entertainment and Recreation Industry;

Polyphonic HMI: Mixing Music and Math (Case Study Review) Essay

1979 WordsFeb 24th, 20148 Pages

Polyphonic HMI: Mixing Music and Math
(Case Review)

Abstract
This paper is an analysis of a case study originally conducted by the Harvard Business School in August of 2005 and is based on the challenges of introducing a new technology into a market place that for decades been based on “gut feelings and intuition”. The new technology was initially designed to assist consumers in music stores find music that met a certain criteria. Later this was changed because of a sharp decline in music sales. The new revision of the technology was designed to assist music producers, record companies, and artists in the selection of music that could be successful. Faced with a very small marketing budget the challenge of the marketing team was to…show more content…

At the time the Polyphonic’s was ready go to market with HSS they had invested approximately $600,000 dollars on the development of Hit Song Science and found that they were running very low on capital investments. Because of this the management team had approximately $150,000 for marketing the product.
II. Analysis
In this section the case study will be broken down into segments that have been perceived as important and worth a closer review.
1) The first important piece of the case study deals with Grupo AIA. Grupo AIA had established itself as having a core competency of utilizing artificial intelligence (AI) and the natural sciences to solve complex business problems. [1] AIA saw potential use for a new technology in the music industry so they formed Polyphonic HMI. When they formed Polyphonic AIA brought in staff that were familiar with the music industry and the technology the initial program was designed for would assist consumers entering a music store in the selection of music that met certain criteria leading to greater customer satisfaction and higher sales.
Looking at the available information [2] Polyphonic should have seen that the market trend for sales from big box stores over previous decade had been in a sharp decline (Figure 1) and considered targeting a different market segment from the beginning. Polyphonic’s either didn’t see the trend or thought that it wouldn’t affect the release of the new technology. Because of the late discovery the

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