2. THE LONG TAIL EFFECT: INS AND OUTS.
• What is the long tail?
• How did it emerge?
• Examples of companies flourishing in the long tail.
• What are the advantages of the long tail effect?
3.
4. THE LONG TAIL
• A solution to the mass supply and demand culture of the 21st century.
• A market place without the limits of a conventional retailer (infinite shelf
space)
• A market that has allowed obscure, niche products to become easily
available
• Formerly sub-economic products and customers are suddenly
becoming the biggest market of all.
5.
6. THE LONG TAIL
• Its emergence came through web 2.0:
• A rich user interface- easy interface, page navigation and purchasing
facilites- desirable way to purchase items
• Collective intelligence- “Others who purchased this product also
liked…”
• These circumstances allowed the right environment for the long tail to
develop in to what it is today.
7.
8. LONG TAIL
• Amazon- arguably the most famous companies online. Product: all
manner of things are available for purchase. Primarily selling novels
(mainstream and obscure) total inventory of 2.3 million- a much wider
range than traditional retailers.
• iTunes- Online music retailer owned by Apple. Product: MP3s (music
files), recently films and phone applications.
• Netflix- Films and TV series available online with a £6 monthly
subscription. 25,000 films available for streaming
9.
10. LONG TAIL
• The long Tail provides a method in which media can be
consumed/purchased on a larger scale than traditional media outlets.
Eg rhapsody/itunes > wal mart.
• A solution to the physical constraints of a shop
• Niche market products have a platform for mass sales , traditional
retailers would not stock obscure products to save room for
mainstream blockbuster’s
• Automated suggested products allow niche products to be seen and
increase customer satifaction
