Igbadun Nigeria Limited is a private limited liability company engaged in the business of online content streaming to registered subscribers through a dedicated website “igbadun.com”. The company’s content offerings include movies, TV episodes, cartoon series, educational series, documentaries, and reality shows.
The subscriber base growth rate of Igbadun has been phenomenal, jumping from about 3,000 in 2013 to 30,000 at the end of 2017. This is despite the fact that the industry is relatively new in Nigeria. The growth has led to an increase in revenue from N72 million in 2013 to N450 million by the year ended 31 December 2017. However, the only source of revenue to the company is customer subscriptions.
The impressive performance of Igbadun Nigeria Limited has been attributed to several factors, including:
- Increasing internet usage;
- Increased patronage of streamed online programs;
- Improved access to the internet at a reduced cost;
- Affordability of internet-enabled devices suitable for viewing online video content;
- Cost reduction strategies and a very affordable subscription rate, which has been reduced from N2,000 in 2013 to N1,500 in 2017. This is the second-lowest rate in the industry;
- Aggressive marketing strategy and investment in advertising;
- Reduction in marketing costs as a percentage of revenue from 16% in 2013 to 12.8% in 2017;
- Growth of gross subscribers by more than 100% per annum;
- Investment of over 60% of its earnings for growth and development, especially in purchasing the best hardware and software available;
- Aggressive R & D policy that has led to in-house development of most of its software, with all of them duly patented;
- Effective Human Resource Management strategy that has helped to attract, motivate, train, and retain highly qualified and experienced manpower;
- Management team of highly experienced personnel.
A report recently released by Arthur Baker and Company, a reputable consulting firm in Nigeria, predicted that the demand for online program streaming in Nigeria will grow significantly to 5 million by 2020. Consequently, existing rivals, such as Netcom and other smaller competitors, are jostling to gain competitive advantage. The relatively liberal legal requirements for entry have also facilitated an influx of new entrants into the industry. Netflox, the world’s biggest provider of online program streaming service, recently commenced operations in Nigeria.
Copyright activists recently proposed a bill to the National Assembly, allowing online program streaming providers to stream new releases only after two months of release. This bill will adversely affect the subscription revenue of igbadun.com if passed into law.
A major part of Igbadun’s subscription revenue is received through online payments using debit cards. However, a recent report by an independent consultant shows a decline in the use of online payment platforms due to increased security concerns. This has the potential to hurt Igbadun’s revenue stream.
Igbadun is also struggling to compete with other movie entertainment media such as cable TV, DVDs, and cinemas. The most worrisome for the company has been DVDs. The activities of pirates have made the price of DVDs for new releases as low as N500 each. If this continues unabated, the company risks losing its subscriber base.
Despite these challenges, Igbadun plans to grow its subscriber base to 200,000 by the end of 2020.
Required:
a. With the aid of a Mini Resource Audit and Porter’s Five Forces Model, prepare a SWOT analysis for the management of Igbadun Nigeria Limited.
