iTunes for K-12Giorgio Sironi (Nest Group)

Description

Service: K-12 category of a famous online podcasts platform

Audio and video in periodically updated feeds

Crowdsourced podcasts creation

Distribution via freeware proprietary program

Users: teacher and students

Main actors: content creators and Apple

Description

Didactive objective

Provide a categorization of content to help navigation

In order to add value to the iTunes platform

Business model

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 devicesProfits go to Apple

Selling a service/product where podcasts are a complementary goodProfits are retained

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 devicesiTunes 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

Strengths & weaknesses

Network effects from the diffusion of iTunes

Integration with iOS devices

Content cannot be soldNot that the market for digital content allows for a good price margin

Conclusions & take-aways

The platform itself does not allow third parties to make a profit directly, unlike for iOS applications

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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