Abstract
Purpose-This study aims to explore the forthcoming trend of MS industry by examining its business model canvas and describing the business functions and role of the players in this industry. Design/methodology/approach-In order to discover the potential market, other than mining the academic paper, an in-depth interview method is implemented to gather and aggregate the information. Acting as the most famous MS operator in Taiwan, KKBOX Inc. is selected as the case study for proposing an innovative business model by visualizing the key factors of the business ecosystem of this company. Finding-Based on SWOT analysis we simply generalize the future chances and possible risk of KKBOX Inc. Research implications-Transformation of technology in the past two decades has changed the business ecosystem of music industry completely. Significant innovations happened in the music streaming (MS) industry globally and business is no longer a self-concern. For the MS service operators, seizing the actual need from customers, making the adaptation, and creating the largest value with partners in industry are important missions. Originality/value-The result conducted that the developments of the MS industry market in Taiwan structured by mutual adjustment; Functions, customers' needs, and the behaviors have influences on each other mutually.
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