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    The Long Tail Presentation The Long Tail Presentation Presentation Transcript

    • The Long Tail
    • The Main Body.
      Big businesses such as play.com and facebook make up this area.
      Specialty items
      Popularity
    • The Tail
      Small narrow niches form the tail.
      Not as popular content.
      Much wider range of content.
    • Main body Examples
      Facebook
      Play.com
      Thesun.co.uk
      Ebay.co.uk
    • Tail Examples
      Ultimate-guitar.com – offers guitar tabs
      Manchesterphoenix.co.uk
      www.abandoned-britain.com
    • Case Study - Facebook
    • Case Study - Facebook
      Adverts
      Questionnaires
    • Case study – play.com
      Offers dvd’s, books etc.
      Clothing
      Gadgets
    • Case study – play.com
    • Case Study – Ultimate-guitar.com
      Provides tabs for guitar and bass
      Has video lessons for some tabs
    • Case Study – Ultimate-guitar.com
      Musical News – up to date info on bands
      Music Reviews
      Music Interviews
    • Business Models
      Some of the most successful Internet businesses have leveraged the Long Tail as part of their businesses.
      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.
    • Criticism
      Anita Elberse, professor of business administration at Harvard Business School,calls the Long Tail theory into question.
      Elbersedefined head and tail using percentages, while Anderson uses absolute numbers. SergueiNetessine and Tom F. Tan agreed with Elberse.
    • CROWDS
      The "crowds" 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:
      Peer-to-peer collaboration groups that produce open-source software or create wikis such as Wikipedia.
    • CROWDS
      The crowd-sourcing model, in which a company outsources work to a large group of market players using a collaborative online platform.
      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.