Amagi – Pioneering Cloud Transformation in Broadcasting

This case follows the journey of Amagi, founded by three entrepreneurs, as an Indian company founded in 2008 with a technological solution for the media and entertainment (M&E) industry. Amagi was set up as a technology company that leveraged its geo-targeting technology to work with broadcasters and advertisers to reach audiences regionally and globally. The company started facing challenges due to the inherent market structure along with various other external forces, posing questions about the existing business model and the need for diversification. The M&E industry, at this point, was also rapidly transforming on account of technological evolutions as the linear broadcasting businesses were being overtaken by the incoming OTT players providing video-on-demand services both in terms of customers and advertisement dollars, further pushing Amagi to rethink its strategy. The case outlines the geo-targeting business model and its evolution during the journey of Amagi over the past decade. It also highlights the various challenges the company was facing in the existing set-up along with laying down the management’s expectations from a successful business. The case also outlines the evolving industry structure, business landscape and the value chain where Amagi was playing within the industry and how different players were responding to the changes in the market scenario. The case shows what firms need to consider while evaluating future business strategies; and how their activities, ideologies, and core capabilities influence the firm’s choice of path.