Redbox Strategy AnalysisIntroductionThis analysis takes an in-depth look at the movie rental industry and specifically Redbox. Redbox is the only company that has taken advantage of the mid-state of technology we currently find ourselves in. The movie rental industry has traditionally involved renting hard copies of movies from brick-and-mortar stores offering thousands of titles at retail. Technology has advanced so quickly that it is clear that the future of home movie rental lies in wireless downloading and instant streaming of movies. However, success in the movie rental business does not depend solely on rental method and technology. After studying the movie rental industry and gaining a better understanding of Redbox and its strategies, the recommendations for Redbox will conclude this case study. DiscussionThe Internet age has brought new ease and convenience to gathering information and watching movies. The convenience of the Internet is just the beginning, as Farhad Manjoo says, “where the movie rental industry is heading and you will only hear one thing: digital streaming. Amazon, Apple, Netflix, cable companies and many startups are gearing up to send every movie to your home on demand. (Manjoo, 2009, p. 3). Wireless film technology is being stifled due to Hollywood's outdated licensing structure. Redbox is perfectly positioned because it is a middle-of-the-road technology, bridging the gap between disc rental and digital movie downloads as well as online movie streaming (Manjoo, 2009, pp. 3). The technology built into each kiosk is the key to the low cost of running and maintaining their machines, which as Mitch Lowe explains in Manjoo's article "It's the most interesting medium in paper. ." This may last for a while. The only question is whether they will tailor their business offerings to what customers want.RecommendationsRedbox needs to evolve its business into wireless rentals, movie downloads, and streaming to remain profitable in the long term. Increase the number of movie titles their kiosks can hold. Otherwise, they should continue doing what they are doing. Conclusions I have concluded that Redbox is close to maximizing the profitability of their business model. Farhad Manjoo sums up health and the future very well, Manjoo (2009) By the time GM launches its plug-in Volt, Toyota will have been selling the gas-powered Prius for a decade. Of course, it's unlikely that Redbox will survive the transition to streaming; its main assets - all those kiosks - will suddenly become. a liability. In the meantime, he'll take what he can get.