Long Tail

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  • 1. Monday, July 29, 13
  • 2. “selling less of more”What is it? Monday, July 29, 13
  • 3. “selling less of more” What is it? Monday, July 29, 13
  • 4. describe shift in media from selling small number of “hit” items in large volumes to large number of niche items in small quantities Monday, July 29, 13
  • 5. describe shift in media from selling small number of “hit” items in large volumes to large number of niche items in small quantities Monday, July 29, 13
  • 6. describe shift in media from selling small number of “hit” items in large volumes to large number of niche items in small quantities Monday, July 29, 13
  • 7. Monday, July 29, 13
  • 8. no. of products Pareto Distribution Graph revenue Monday, July 29, 13
  • 9. Pareto Distribution Graph revenue no. of products Monday, July 29, 13
  • 10. democratizationoftoolsofproductionEconomic Triggers accordingtoAnderson: Monday, July 29, 13
  • 11. democratizationoftoolsofproduction Economic Triggers accordingtoAnderson: Monday, July 29, 13
  • 12. democratizationofdistributionEconomic Triggers accordingtoAnderson: Monday, July 29, 13
  • 13. democratizationofdistribution Economic Triggers accordingtoAnderson: Monday, July 29, 13
  • 14. fallingsearchcoststoconnectsupplyEconomic Triggers accordingtoAnderson: Monday, July 29, 13
  • 15. fallingsearchcoststoconnectsupply Economic Triggers accordingtoAnderson: Monday, July 29, 13
  • 16. kA vp cr cs c$ R$ chkr kp niche content provider Monday, July 29, 13
  • 17. kp vp cr cs c$ R$ ch kA kr platform developmentand maintenance; nicheacquisition platform development Monday, July 29, 13
  • 18. kp kA vp cr cs c$ R$ chkrplatform Monday, July 29, 13
  • 19. kp kA cr cs c$ R$ chkr vp awide scopeof “non-hit” items withhitproducts Monday, July 29, 13
  • 20. kp kA vp cs c$ R$ chkr crusuallyrelyon internet Monday, July 29, 13
  • 21. kp kA vp cr cs c$ R$ kr chusuallyrelyon internet Monday, July 29, 13
  • 22. kp kA vp cr c$ R$ chkr cs focuson niche customers withhitproducts Monday, July 29, 13
  • 23. kp kA vp cr cs R$ chkr c$platform development andmaintenance Monday, July 29, 13
  • 24. kp kA vp cr cs c$ chkr R$advertising,productsales orsubscriptions Monday, July 29, 13
  • 25. kp kA vp cr cs c$ chkr R$ Monday, July 29, 13
  • 26. kp kA vp cr cs c$ chkr R$advertising,productsales orsubscriptions niche content provider platform development platform awide scopeof “non-hit” items withhitproducts usuallyrelyon internet usuallyrelyon internet focuson niche customers withhitproducts platform development andmaintenance Monday, July 29, 13
  • 27. kp kA vp cr cs c$ chkr R$advertising,productsales orsubscriptions niche content provider platform development platform awide scopeof “non-hit” items withhitproducts usuallyrelyon internet usuallyrelyon internet focuson niche customers withhitproducts platform development andmaintenance c$ R$ kp ch cs kr vpkA cr Monday, July 29, 13
  • 28. kp kA vp cr chkr c$ R$ cs Monday, July 29, 13
  • 29. kp kA vp cr chkr c$ R$ cs Lego-Users Monday, July 29, 13
  • 30. kp kA vp cr chkr c$ R$ cs Lego-Users custom design kitsLEGO Factory substantially expands the scope of the off- the-shelf kit offering by giving LEGO fans the tools to build, showcase, and sell their own custom- designed kits Monday, July 29, 13
  • 31. kp kA vp cr chkr c$ R$ cs Lego-Users LEGO Factorycustom design kitsLEGO Factory substantially expands the scope of the off- the-shelf kit offering by giving LEGO fans the tools to build, showcase, and sell their own custom- designed kits Monday, July 29, 13
  • 32. kp kA vp cr chkr c$ R$ cs Lego-Users LEGO Factorycustom design kitsLEGO Factory substantially expands the scope of the off- the-shelf kit offering by giving LEGO fans the tools to build, showcase, and sell their own custom- designed kits Internet Monday, July 29, 13
  • 33. kp kA vp cr chkr c$ R$ cs Lego-Users LEGO Factorycustom design kitsLEGO Factory substantially expands the scope of the off- the-shelf kit offering by giving LEGO fans the tools to build, showcase, and sell their own custom- designed kits LEGO Factory aims to generate small revenues from a large number of customer-designed items. This represent a valuable addition to traditional high-volume retail revenues Internet Monday, July 29, 13
  • 34. kp kA vp cr chkr c$ R$ cs Lego-Users LEGO Factorycustom design kitsLEGO Factory substantially expands the scope of the off- the-shelf kit offering by giving LEGO fans the tools to build, showcase, and sell their own custom- designed kits LEGO Factory aims to generate small revenues from a large number of customer-designed items. This represent a valuable addition to traditional high-volume retail revenues Internet Customers who build new LEGO designs and post them online become key partners generating content and value Customers who build new LEGO designs Monday, July 29, 13
  • 35. kp kA vp cr chkr c$ R$ cs Lego-Users LEGO Factorycustom design kitsLEGO Factory substantially expands the scope of the off- the-shelf kit offering by giving LEGO fans the tools to build, showcase, and sell their own custom- designed kits LEGO Factory aims to generate small revenues from a large number of customer-designed items. This represent a valuable addition to traditional high-volume retail revenues Internet LEGO has to provide and manage the platform and logistics that allow packaging and delivery of custom-made sets Customers who build new LEGO designs and post them online become key partners generating content and value Customers who build new LEGO designs Monday, July 29, 13
  • 36. kp kA vp cr chkr c$ R$ cs Lego-Users LEGO Factory Lego has not yet fully adapted its resources and activities, which are optimized primarily for the mass market custom design kitsLEGO Factory substantially expands the scope of the off- the-shelf kit offering by giving LEGO fans the tools to build, showcase, and sell their own custom- designed kits LEGO Factory aims to generate small revenues from a large number of customer-designed items. This represent a valuable addition to traditional high-volume retail revenues Internet LEGO has to provide and manage the platform and logistics that allow packaging and delivery of custom-made sets Customers who build new LEGO designs and post them online become key partners generating content and value Customers who build new LEGO designs Monday, July 29, 13
  • 37. kp kA vp cr chkr c$ R$ cs Lego-Users LEGO Factory Lego has not yet fully adapted its resources and activities, which are optimized primarily for the mass market Lego Factory leverages production and logistics cost already incurred by its traditional retail model custom design kitsLEGO Factory substantially expands the scope of the off- the-shelf kit offering by giving LEGO fans the tools to build, showcase, and sell their own custom- designed kits LEGO Factory aims to generate small revenues from a large number of customer-designed items. This represent a valuable addition to traditional high-volume retail revenues Internet LEGO has to provide and manage the platform and logistics that allow packaging and delivery of custom-made sets Customers who build new LEGO designs and post them online become key partners generating content and value Customers who build new LEGO designs Monday, July 29, 13
  • 38. Thank youLeinaBolinas BettinaDaez JyleGo TedLee AnnaRegalado GabbyYupangco Monday, July 29, 13