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iTunes for K-12



        Case study

         Giorgio Sironi
         NEST project
Alta Scuola Politecnica 7th cycle
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
Homepage
Homepage

   Provides navigation
       Of categories
       Of appropriate podcasts
   Other filters
       Popularity
       Alphabetic
Example of podcast
Example of podcast

   Description
   List of episodes
       Number
       Description
       Date
       Price, which must always be free
   Customer ratings
   Related content
       From the same publisher
No web fruition
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
Software
Software

   Features
       Library management
       Music purchasing
       Playlist
       Device loading
   Only way to
       Access podcasts content
       Load content on iOS devices
Marketing
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
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
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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Itunes K-12

  • 1. iTunes for K-12 Case study Giorgio Sironi NEST project Alta Scuola Politecnica 7th cycle
  • 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
  • 4. Homepage  Provides navigation  Of categories  Of appropriate podcasts  Other filters  Popularity  Alphabetic
  • 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
  • 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
  • 10. Software  Features  Library management  Music purchasing  Playlist  Device loading  Only way to  Access podcasts content  Load content on iOS devices
  • 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. 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. 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