Post on 04-Dec-2014
description
Case study
Giorgio SironiNEST project
Alta Scuola Politecnica 7th cycle
iTunes for K-12
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