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Itunes K-12

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Category of podcast platform dedicated to e-learning for K-12 students.

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Itunes K-12

  1. 1. iTunes for K-12 Case study Giorgio Sironi NEST projectAlta Scuola Politecnica 7th cycle
  2. 2. Description K-12 category of a famous online podcasts platform  Audio and video in periodically updated feeds  Crowdsourced podcasts creation Distribution  Freeware proprietary program  Website for browsing lists of podcasts Goals  Provide a categorization of content to help navigation  In order to add value to the iTunes platform
  3. 3. Homepage
  4. 4. Homepage Provides navigation  Of categories  Of appropriate podcasts Other filters  Popularity  Alphabetic
  5. 5. Example of podcast
  6. 6. Example of podcast Description List of episodes  Number  Description  Date  Price, which must always be free Customer ratings Related content  From the same publisher
  7. 7. No web fruition
  8. 8. 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
  9. 9. Software
  10. 10. Software Features  Library management  Music purchasing  Playlist  Device loading Only way to  Access podcasts content  Load content on iOS devices
  11. 11. Marketing
  12. 12. 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
  13. 13. 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
  14. 14. Conclusions The platform itself does not allow third parties to make a profit directly, unlike for iOS applications Take-aways  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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