SK MelOn 2006 8 2 SK T 11 SK SK SK www.melon.com SK DRM Digital Right Management DRM DRM SK SK MP3 1 MP3 1 DRM SK 3 DRM DRM Apple ipod itunes 37
MP3 5 800 SK SK SK SK SK 10 1984 3 1988 5 1994 10 20 SK 1997 3 1994 1990 500 SK 2000 1996 2003 35 7 7 3 5 SK 1999 2002 3 1999 7 20 TTL 2000 2001 ting UTO 2002 CARA Segmentation SK 2001 NATE 2002 10 2002 11 June SK 2005 10 SK 2005 10 1 611 2 6 536 1 8 714 1 2 SK 2005 1 953 75 2005 4 728 2005 SK 3 SK ARPU 2005 38
SK 2003 2005 SK 2005 2004 2005 2004 4Q 05 3Q 05 101 611 97 037 4 7 26 266 25 955 1 2 75 076 73 441 2 2 19 718 19 246 2 5 26 536 23 596 12 5 6 548 6 709 2 4 4 098 2 371 72 8 787 2 318 66 1 5 087 4 809 5 8 1 663 1 131 47 1 25 546 21 158 20 7 5 671 7 896 28 2 18 714 14 949 25 2 4 480 5 879 23 8 EBITDA 42 878 40 591 5 6 11 204 10 800 3 7 EBITDA Margin 42 2 41 8 0 4 42 7 41 6 1 0 p EBITDA R&D SK 4 4 167 625 4 2005 MOU 197 194 3 5 2005 10 SK SK 2006 HSDPA 39
SK 2005 2004 4Q 05 3Q 05 19 530 18 783 4 19 530 19 342 1 1X EVDO 18 547 17 048 9 18 547 18 256 2 EVDO June 8 126 6 484 25 8 126 7 760 5 June 6 701 3 622 85 6 701 5 759 16 17 250 14 843 16 17 250 16 830 2 SK SK ARPU ARPU 2005 2004 4Q 05 3Q 05 ARPU 44 167 43 542 1 45 046 44 921 0 ARPU 10 689 8 182 31 11 345 11 301 0 1X ARPU 10 766 8 264 30 11 305 11 349 0 ARPU 11 666 9 614 21 12 015 12 206 2 SK SK MOU 2005 2006 4Q 05 3Q 06 197 194 1 204 198 3 112 112 0 116 111 5 5 5 5 2000 50 13 2001 7 2002 5 2003 1 2004 50 1 2000 197 2003 8 53 1 2004 7 48 1 2000 1 25 40
6 2000 4 104 2001 3 733 2002 2 861 2003 1 833 3 55 3 2004 1 338 1999 2003 50 41
10 1995 3 790 7 2000 MP3 2000 451 2002 1 344 2003 1 850 2004 2 014 2004 1 338 8 CD music records music source 9 background music BGM 2002 47 6 2003 37 6 10 digitization 42
2005 2002 2003 2002 2003 IT CD MC 5 DMB 2009 1 2010 1 5 000 5 32 5 4 CD 43
IT SP Service provider SK KTF LG SK KTF LGT MP3 SKT YBM SK 3 2005 2 21 66 2 2005 5 YBM SK YBM 60 292 2004 11 SK 2005 5 300 SK SK IT 2005 1 2005 1 2004 SK LG 2005 2005 SM AV JYP YJ 52 52Street 2004 3 YBM 44
3 1 3 800 2005 1 500 3 000 500 800 2004 5 000 SK DRM LG www.musicon.co.kr LG MP3 LG 2004 12 1 2005 5 31 2004 12 1 6 KTF 2005 5 www.dosirak.com MP3 2006 6 metrixcorp.com 2006 6 soribada.com 649 1 2 bugs.co.kr 492 421 MP3 maxmp3.co.kr 402 3 4 11 2006 7 2004 8 865 75 2003 10 1 500 33 492 45
SK 2003 SK SK 2003 5 5 46
SK 2003 MP3 MP3 2001 4 000 2004 1 300 2001 2 994 2004 4 584 Decoration 2001 911 2004 2 450 MP3 MP3 2004 2 500 2008 6 000 SK needs rental SK 2004 11 16 12 5 000 PC Handset MP3 3 000 EMI 70 80 20 30 47
www.melon.com SK MLB Music License Bank MLB SK SK MLB 6 SK MLB SK win-win DRM DRM SK SK 10 DRM DRM SK DRM SK 48
03_김상훈(O.K) 2010.1.15 10:55 AM 페이지49 (주)애니프린팅 Esko-Graphics FlowDrive 4.2-1 지만, 파격적으로 TV광고를 집행했다. 2004년 11월 시작된 TV광고에는 멜론 이라는 인터넷 음악서비스의 이름답게 실제로 과일 멜 론 이 등장했다. 진짜 멜론에 헤드폰 잭을 꽂자 흥겨운 힙합 음악이 흘러나오는 내용이었다(자료 13 참조). 달콤한 멜론의 맛을 흥겨운 힙합 음악에 연결시킨 독특한 광고와 대대적인 마케팅의 힘 [자료 13] 멜론 광고 49
1 400 1 3 475 68 2006 7 580 75 1 Napster 2005 2 2005 5 Business Week 2005 4 15 Ipod Killers 14 SK 5 70 PC 2005 4 15 SK 2005 4 15 50
SK 2006 12 1 3 10 MelOn Rookie 2006 2005 9 GAVY NJ Sweet Sorrow EZ-Life HowL 2006 7 15 MP3 SK MP3 DRM MP3 SKT KTF MP3 DRM MP3 DRM MP3 MP3 MP3 2006 MP3 MP3 51
DRM SK DRM MP3 SK SK 1994 1 DRM DRM 2006 7 EU SK SK 21 2005 52
SK 2006 1 21 2006 KTF 2006 4 27 2006 7 12 SK 2006 7 13 3 3 2006 5 28 MP3 2006 4 7 6 MP3 2006 7 10 2006 7 3 2005 11 27 2005 1 30 2004 2005 2005 SK www.melon.com 2006 7 12 SK 53