2007年5月3日星期四

iTunes 的尾巴


唔少朋友問,單講 iTunes,都可以講一集Money Cafe?
作為Long Tail Theory的表表者,iTunes實在是充分發揮互聯網功能的「偉大發明」。
容許花一點時間解釋「長尾」。
傳統營銷理論「80/20」,係解釋在有限擺貨空間之中,只有最受歡迎的20%貨品,係最受顧客歡迎,它們往往佔了店鋪80%利潤。
不過新世紀商品、完全顛覆左呢個傳統理論,Chris Anderson在書中就係以 iTunes 作為例子,指在互聯網世界之中,根本並無擺貨限制,而呢條80%的「長尾」,完全可以喺照顧小眾興趣之餘,亦係一盤大生意。
哈佛的iTunes

講完題外話,蘋果個 iTunes,由推出到而家,已經係被下載超過十億首歌,證明合法下載一定有得做,問題係、你做唔做得到啫!
iTunes 亦成功吸引到、上個月「HARVARD BUSINESS SCHOOL」做CASE STUDIES,佢地問嘅問題其實都好簡單,既然網上P2P有咁多免費下載,點解仲有人要比99仙美金,去買一首歌?
根據哈佛個案,iTunes 同 P2P,兩者並非競爭,而是相輔相承。原因係全球化、DEREGULATION同科技變遷,創造出全新、原創嘅商業規式。簡單講,就係由紅海跳入藍海市場。

iTunes同 P2P實際上係相鋪相承, iTunes成功減少左 P2P帶來網上擠塞,容許DOWNLOAD 可以更快進行。
相反,網上更快捷流傳,更有利網民喺 iTunes 合法下載,之後再互相交換。
iTunes優勢除左唔使驚比人告外,MEGADATA亦係優勝之處,即係包括音樂檔案嘅INDEXING,例如歌名歌手分類,方便搜尋。
當然音質方面,統一嘅INTERFACE、簡單易用嘅系統,唔使好似P2P 咁、花費大量時間做搜尋,轉換格式.....而DOWNLOAD 可以係一分鐘、一個鐘、甚至係一個月!其實講到底、時間都係金錢一部分。
講左咁耐,成日聽到唱片界話P2P/ BT 扼殺創意,其實外國已經興起平價、甚至免費網上 DOWNLOAD,歌手反而透過網上廣泛流傳而增加人氣,反而在周邊產品賺到更多利潤。
唯一擔心,可能係一眾無咩賣點嘅唱片公司,因為面對 iTunes呢個唱片界巨無霸,真係難以為生.......

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