The Long Tail Theory

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The Long Tail Theory

  1. 1. The Long Tail<br />
  2. 2.
  3. 3. The Main Body.<br />Big businesses such as play.com and facebook make up this area.<br />Specialty items<br />Popularity<br />
  4. 4. The Tail<br />Small narrow niches form the tail.<br />Not as popular content.<br />Much wider range of content.<br />
  5. 5. Main body Examples<br />Facebook<br />Play.com<br />Thesun.co.uk<br />Ebay.co.uk<br />
  6. 6. Tail Examples<br />Ultimate-guitar.com – offers guitar tabs<br />Manchesterphoenix.co.uk<br />www.abandoned-britain.com<br />
  7. 7. Case Study - Facebook<br />
  8. 8. Case Study - Facebook<br />Adverts<br />Questionnaires<br />
  9. 9. Case study – play.com<br />Offers dvd’s, books etc.<br />Clothing<br />Gadgets<br />
  10. 10. Case study – play.com<br />
  11. 11. Case Study – Ultimate-guitar.com<br />Provides tabs for guitar and bass<br />Has video lessons for some tabs<br />
  12. 12. Case Study – Ultimate-guitar.com<br />Musical News – up to date info on bands<br />Music Reviews<br />Music Interviews<br />
  13. 13. Business Models<br />Some of the most successful Internet businesses have leveraged the Long Tail as part of their businesses.<br />The adoption of video games and massively multiplayer online games such as Second Life as tools for education and training is starting to show a long-tailed pattern.<br />
  14. 14. Criticism<br />Anita Elberse, professor of business administration at Harvard Business School,calls the Long Tail theory into question.<br />Elbersedefined head and tail using percentages, while Anderson uses absolute numbers. SergueiNetessine and Tom F. Tan agreed with Elberse.<br />
  15. 15. CROWDS<br />The &quot;crowds&quot; of customers, users and small companies that inhabit the Long Tail distribution can perform collaborative and assignment work. Some relevant forms of these new production models are:<br />Peer-to-peer collaboration groups that produce open-source software or create wikis such as Wikipedia.<br />
  16. 16. CROWDS<br />The crowd-sourcing model, in which a company outsources work to a large group of market players using a collaborative online platform.<br />The model of ‘crowd-casting’: the process of building a network of users and then delivering challenges or tasks to be solved with the purpose of gaining insights or innovative ideas.<br />

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