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Date Posted: 23:36:01 07/16/02 Tue
Author: Xu Tian
Subject: Problem Scenario 1 & 2

Problem Senario #1
Bill’s experience of listening to MP3 online.

Bill is 60 year old male. He has been retired from the Government for 2 years. He was a health counselor of
COMMUNITY AND FAMILY SERVICE DEPARTMENT. Bill has a son, a physics graduate student at UC Irvine. His son is amateur pianist. Two days ago, he called Bill, told him he has spend $2,000 to have his first piano album(MP3 Version) released. He al ready mailed out a copy to him, but it will take Bill another day to receive it. He also gave Bill the URL of that music record company to let him check it out online.

Bill uses the 56K dial-up modem to surf the internet, therefore sometimes it is really slow to download see a picture. He turns on the PC, clicks on the IE shortcut on his desktop and enters the URL in the box next to address ends up with a website called www.mp3.com. The letters on the screen is kind of small, then Bill stands up, walks to his study and grabs his glasses off the writing table. He is still not satisfied with the size of the print on the screen wearing his glasses. There are too many buttons in front of him. He see a artist name button at the lower left corner of the screen, clicks it, it takes him a while to see page pops up, it is not the artist list, but a ad instead. He closes that window and see a long list of artist name arranged in alphabetic order with photo next to each artist. He scrolls down the screen, see his son’s picture, click “view” under his picture, another window pops up again, it is an ad again.
Closing the window, he see the song list. It takes him almost 5 minute to download a 10 second long sample after he clicks on one of them on the list, another 5 minute for the 2nd 10 second long sample. He is getting impatient . He figures out it will take his entire afternoon to download the whole album, moreover, an ad window pops up whenever he click any button or links, this is really boring to him, so he decide to listen to it after he receives the CD from his son.

Problem Senario #2
Bill’s unpleasant experience of sale promotion

Bill spends all his saving to set up his MP3 website. He decides to do his best to make his website profitable. He comes up with an idea, that is , the first 50 MP3 are free to the newly joined member.

After several months running his site, he realizes that the number of his member is getting bigger and bigger, but the income dosen’t increase in proportion to the memberships. lots of his member create an account to get the first 50 MP3 without buying any MP3 after that and create another account with a fake name to get another 50 more MP3. If things go on like this, there is no way for him make money from his website, but go bankruptcy. After several days thinking, he decides to end this promotion. In order to be a prominent MP3 provider, he has to figure out another way to seduce the potential customers to his website.

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