HOW ENDLESS CHOICE IS CREATINGUNLIMITED DEMAND: Chris Anderson  By: Adaeze & Michelle
• Wi   r e d Ma g a z i n e d e f i n i t i o n  of    t h e l o n g t a i l . I t ’s t h e  my   r i a d of t he ni c he ...
The Long Tail: Why the Future of Business Is SellingLess of More
• Be    f or e t he I ndus t r i a l  Re    v o l u t i o n , mo s t c u l t u r e w a s  l o   c a l . T h e r e wa s a n...
• I   n    m i d 19t h c e    nt ur y s e v e r a l  t   e   c hnol ogi e        s e me r g e d . T h e s e  t   e   c hno...
MA K E I T , G E T I T O U T T H E R E A N D H E L P                     ME F I N D I T• O u r c u l t u r e a n d e c o n...
F o r c e 1: D e m o c r a t i z i n g t h e t o o l s o fpr oduc t i on• gi v i ng e v e r y one t he c a pa c i t y t o ...
• Fo    r    e x   a   mp l e w h e n   r e s e a r   c hi ng  f o   r    Fi    f   a 06 – a 5 y e   a r ol d      g a me ...
• A me    r   i c a n Hi s t o r y X i s    a mo v i e  t ha    t    c a m e o u t i n 1998 w h   e n  s e a   r   c h i n...
• Th    us t he e c on       o mi c  e f   f i c i e nc i e s    of de a l i ng  on    l y i n bi t e s      w o u l d n ’...
The long tail complete
The long tail complete
The long tail complete
The long tail complete
The long tail complete
The long tail complete
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The long tail complete

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The long tail complete

  1. 1. HOW ENDLESS CHOICE IS CREATINGUNLIMITED DEMAND: Chris Anderson By: Adaeze & Michelle
  2. 2. • Wi r e d Ma g a z i n e d e f i n i t i o n of t h e l o n g t a i l . I t ’s t h e my r i a d of t he ni c he pr o d u c t s wh o s e c o l l e c t i v e ma r k e t s ha r e c a n r i v a l t he bl oc k bus t e r s .• T h e l o n g t a i l i s wh e n s e l l i n g l e s s o f mo r e c a n b e j us t a s pr of i t a bl e a s
  3. 3. The Long Tail: Why the Future of Business Is SellingLess of More
  4. 4. • Be f or e t he I ndus t r i a l Re v o l u t i o n , mo s t c u l t u r e w a s l o c a l . T h e r e wa s a n e a r l i e r e r a of ni c he c ul t ur e de f i ne d by ge ogr a phy .• Cu l t u r e w a s f r a g me n t e d be c a u s e of t he l a c k of r a pi d t r a ns por t a t i on a nd c o mmu ni c a t i on a nd t hi s l i mi t e d c u l t u r a l mi x i ng, ne w i d e a s a nd t r e nds .• T h e e a r l y 19t h e r a o f m o d e r n i n d u s t r y a n d t h e g r o wt h o f
  5. 5. • I n m i d 19t h c e nt ur y s e v e r a l t e c hnol ogi e s e me r g e d . T h e s e t e c hnol ogi e s l e d t o t he f i r s t gr e a t wa v e o f p o p u l a r c u l t ur e .• As t e c hn o l ogy gr e w s o di d t h e a bi l i t y f or c ul t ur e , i d e a s a n d t r e nds t o r e a c h f u r t he r p l a c e s , c r e a t i ng a gr e a t e r d e ma n d f o r p o p u l a r c u l t ur e
  6. 6. MA K E I T , G E T I T O U T T H E R E A N D H E L P ME F I N D I T• O u r c u l t u r e a n d e c o n o my a r e i n c r e a s i n g l y s h i f t i n g a wa y f r o m a f o c u s o f a r e l a t i v e l y s ma l l n u mb e r o f h i t s a t t h e h e a d o f t h e d e ma n d c u r v e , b u t mo v i n g t o w a r d s a h u g e n u mb e r o f n i c h e s i n t h e t a i l .• I n a n e r a wi t h o u t t he c o ns t r a i nt s of phy s i c a l s he l f s pa c e , n a r r o wl y t a r ge t e d goods a n d s e r v i c e s c a n be a s e c o n o mi c a l l y a t t r a c t i v e a s ma i ns t r e a m f a r e .
  7. 7. F o r c e 1: D e m o c r a t i z i n g t h e t o o l s o fpr oduc t i on• gi v i ng e v e r y one t he c a pa c i t y t o c r e a t e = Mo r e s t u f f w h i c h l e n g t h e n s t he t a i l .F o r c e 2: C u t t i n g t h e c o s t o fc o n s u mp t i o n b y d e mo c r a t i z i n gd i s t r i but i on• a n y o n e c a n ma k e c o n t e n t s o o t h e r s c a n e n j o y i t . t h e I n t e r n e t h a s ma d e e v e r y o n e a d i s t r i b u t o r = Mo r e a c c e s s t o n i c h e s , wh i c h f l a t t e n s t he t a i lF o r c e 3: C o n n e c t i n g s u p p l y a n d d e ma n d• I nt r oduc i ng c u s t o me r s t o t h e s e n e w a v a i l a bl e goo d s a n d d r i v i n g d e ma n d d o wn t h e t a i l = Dr i v e s b u s i n e s s e s f r om hi t s t o n i c he s
  8. 8. • Fo r e x a mp l e w h e n r e s e a r c hi ng f o r Fi f a 06 – a 5 y e a r ol d g a me wa s a v a i l a bl e on A ma z o n we f o u nd t ha t t he ga me w a s v e r y mu c h a v a i l a bl e .• Ho we v e r , wh e n we s e a r c h e d f o r F i f a 06 o n H M V i t w a s una v a i l a bl e .• T h i s i s b e c a u s e A ma z o n i s a bl e t o pr ov i de da t e d p r o d u c t s a s i t h a s t h e me a n s
  9. 9. • A me r i c a n Hi s t o r y X i s a mo v i e t ha t c a m e o u t i n 1998 w h e n s e a r c h i n g f o r t h e DVD o n H MV onl i ne a nd a t t he s t or e i t w a s n ’t a v a i l a bl e .• Ho we v e r , Ha r r y Po t t e r a n d t h e Ph i l os o p h e r s S t o n e (2001); t h e f i r s t of t he h a r r y p o t t e r f i l ms t o c o me ou t 10 y e a r s a g o wa s a v a i l a b l e on l i ne a nd a t t he s t or e .• Ca s a bl a nc a (1942) i s a r g u a bl y o n e of t he be s t f i l ms o f a l l t i me a nd a l t hough a n o l d mo v i e t h a t wo u l d mo s t l i k e l y ha v e a ni c he t a r g e t
  10. 10. • Th us t he e c on o mi c e f f i c i e nc i e s of de a l i ng on l y i n bi t e s w o u l d n ’t j u s t be e x t e nde d i n t he l ong t a i l but a l s o i mp r o v i n g t h e e c o n o mi c s o f t he he a d, wh e r e t he r e a r e f a r mo r e po unds a t s t a k e .• Th i s i s ne e dl e s s t o s a y a po we r f ul a t t r a c t i on a nd wi l l onl y a c c e l e r a t e t he a d op t i on of t he t e c hnol ogy .

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