스마트 콘텐츠 앵그리버드(Angry Birds)의 해외 라이센싱 전략

Overseas Licensing Strategy of Smart Content: The Case of Angry Birds

Smart content via mobile applications appears to be a new channel providing culture content with the influx of smart phones and wireless networks, while traditional character brands have taken advantages of characters of TV shows and animation movies. Angry Birds of Rovio Entertainment in Finland is considered the most successful mobile application, in that effective brand retailing followed the success of mobile application. By analyzing the case of Angry Birds, this study sheds light on the role of licensing agent in smart content globalization and success factors of local retailing through global licensing. The success factors of Angry Birds in the Korean market are as follows: close cooperation between Rovio and licensees to enhance quality management, licensing agent s contribution to brand management against illegal reproduction, and sharing marketing strategy between licensing agents and licensees. This case focuses on the role of licensing agents for successful retailing in the local market and provides useful implication for firms which consider global licensing as a way of global growth strategy.