The second alternative was to further expand its presence in the digital and mobile distribution.
The alternative suggested that Warner Music Group focus more on digital distribution, while maintaining the focus on physical distribution as well. The alternative also suggested that Warner Music Group develop its own digital distribution channel, such as file sharing program with monthly subscription. The benefit of this alternative was that costs associated with physical distribution, such as manufacturing, distribution and inventory costs, did not apply. Another benefit was that focusing on digital distribution guaranteed more effective reach of consumers. Consumers would not have to visit physical locations to buy musical content.