Long Tail – Chris Anderson (2006)

1. Make Everything Available
2. Help Me Find It
   
   • Collaborative Filtering
     
   • User Ratings
     
   • Mass Customization vs Mass-market Fare

• Centralized Inventory: Partner warehouse gets sold online
• Distributed Inventory: Held at edge of the network
• Digital Inventory eg. iTunes
  • DVD -> Streaming Megabits
  • Podcasting

• Peer Production – Crowdsourcing vs Outsourcing
  • Wikipedia
  • Craig’s List
  • IMDB

Go To Store vs Shop online

Research Online -> Buy In Store
Browse In Store -> Buy Online

Want It Now vs Wait For It
Near Stores vs Distant Stores
Product Demand Concentrated vs Distributed
Geographic Boundaries

Open 365/24/7
Single Distribution vs Multiple

• Microchunking
  • Separate Content -> Reassemble More Focused
  • Blogger Remixes News, Retweet
  • One Size Fits One vs Many Sizes Fit Many

Elastic Pricing – Time/Cost/Quality
Maximize Price Relative To Size of Market, Popular Demand
Quantity Discounts

Fast but Low Quality = Cheap
Cheap & High Quality, Must Wait For It

High Quality, Quickly Delivered, More Expensive

Present info to help, not confuse order choice.
Recommendations
Transparency Builds Trust

• Scarcity Thinking
• Zero-Sum Markets – Either/Or Choice
• Discrimination Criteria
  • Time
  • Resources
  • Guesswork
• Alternative Endings
  • Bonus Features

• Throw It Out There – See What Happens
• Predict vs Measure & Respond
• Wisdom of Crowds
• Compare Goods – Spread the Word
• Product Promotion
  • Positive Feedback
    • Word-of-Mouth

• Lots of Users – Some Subscribe to Premium
• Samples -> Paying Customers
• Distribution Levels