2.2 The online music shopThe core product (Chaffey et al, 2009) of the website is the music download. Thefeatured music player follow the user in the exploration of the variegate dance musicgenres, enabling the track preview and the creation of the play list to enjoy whilereading or commenting the news of the sphere, the updated artist profiles or justchecking out who's ranking in the chart. This is the Trackitdown atmosphere. As wecan deduce from the prior events, the music product online shop has essentiallybeen designed for the insiders, DJs and producers can easily find material for their performances and they are supported by the secure download and the continueupload of new tracks within the catalogue. The ulterior music genres diversificationcharacterizes the intent to engage the client through an accurate segmentationaccording to users taste (Mintzberg et al, 2002).The business action plan entails the 'affiliate programme', Trackitdown allows other websites to present either all the music catalogue or select a part of it. Trough theEDI (electronic data interchange) technology, a communication protocol andstandard for the data interchange among computer, the host website access to thepatron music database and can store it 'behind' its interface thanks to the CSStechnology. In this manner, the consumers don't feel redirected to another websiteduring the purchase phase. This forethought endorses the consistency of navigation,a core trait of web usability (Sdl, 2010). The enterprise runs stores for Mixmax: theonline dance information service (http://mixmax.co.uk/), Kiss Fm: am online radio andTV (vwww.totalkiss.com), and Dogsonacid: a Drum n' Bass massive onlinecommunity (www.dogsonacid.com).The benefits of the cooperative sub contraction form (Graham et al, 2004) arenoticeable: extension of the business, prestige acquisition within the businesscontextual relationships (Mintzberg et al, 2002) and also lower transaction costs andless pricing competition (Laudon and Traver, 2009). Those advantages require highstandard commitment from Trackitdown in the management of the chain of suppliers,both in the contractual phase and in the long- term venture, in fact even the minimalvariation of the website structure could affect the affiliates operative (Reymond,2005).