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I tunes for k 12

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  • 1. iTunes for K-12Giorgio Sironi (Nest Group)
  • 2. Description• Service: K-12 category of a famous online podcasts platform – Audio and video in periodically updated feeds – Crowdsourced podcasts creation – Distribution via freeware proprietary program• Users: teacher and students• Main actors: content creators and Apple
  • 3. Description• Didactive objective – Provide a categorization of content to help navigation – In order to add value to the iTunes platform• Business model
  • 4. Business model• iTunes is free to download• Podcasts cannot be sold according to Terms of Service• Where is the money? – Selling DRM-free music (low margin) • Profits go to Apple and record labels – Selling iOS devices • Profits go to Apple – Selling a service/product where podcasts are a complementary good • Profits are retained
  • 5. Browsing the website: homepage
  • 6. Browsing the website: homepage• Provides navigation – Of categories – Of appropriate podcasts• Other filters – Popularity – Alphabetic
  • 7. Browsing the website: example of podcast
  • 8. Browsing the website: example of podcast• Description• List of episodes – Number – Description – Date – Price, which must always be free• Customer ratings• Related content – From the same publisher
  • 9. Browsing the website: no web fruition
  • 10. Browsing the website: no web fruition• Proprietary, free of charge software – No HTTP link to the podcasts• Gives access to the iOS (iPod/iPhone/iPad) market• Platforms – Windows 32/64 bit – Mac OS X
  • 11. Browsing the website: software
  • 12. Browsing the website: software• Features – Library management – Music purchasing – Playlist – Device loading• Only way to – Access podcasts content – Load content on iOS devices
  • 13. Browsing the website: marketing
  • 14. Browsing the website: marketing• Downloading the software is an additional step and must provide value – Single platform to access all multimedia content – Mandatory integration with iOS devices • iTunes can load content on an iPod – In-application purchase (of songs and movies)• The only web-based component is the directory for discovering podcasts – It is replicated inside the application – Continuously links to the software
  • 15. Strengths & weaknesses• Network effects from the diffusion of iTunes• Integration with iOS devices• Content cannot be sold – Not that the market for digital content allows for a good price margin
  • 16. Conclusions & take-aways• The platform itself does not allow third parties to make a profit directly, unlike for iOS applications• Categorization of content is necessary and can be performed by humans• Selling a complementary good (devices) is a profitable strategy if you commoditize the primary one (iTunes) – Paid services or products that exploit free podcasts

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