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Itunes K-12

Date post: 04-Dec-2014
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Description:
Category of podcast platform dedicated to e-learning for K-12 students.
14
Case study Giorgio Sironi NEST project Alta Scuola Politecnica 7th cycle iTunes for K-12
Transcript
Page 1: Itunes K-12

Case study

Giorgio SironiNEST project

Alta Scuola Politecnica 7th cycle

iTunes for K-12

Page 2: Itunes 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

Page 3: Itunes K-12

Homepage

Page 4: Itunes K-12

Homepage

Provides navigation Of categories Of appropriate podcasts

Other filters Popularity Alphabetic

Page 5: Itunes K-12

Example of podcast

Page 6: Itunes K-12

Example of podcast

Description List of episodes

Number Description Date Price, which must always be free

Customer ratings Related content

From the same publisher

Page 7: Itunes K-12

No web fruition

Page 8: Itunes K-12

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

Page 9: Itunes K-12

Software

Page 10: Itunes K-12

Software

Features Library management Music purchasing Playlist Device loading

Only way to Access podcasts content Load content on iOS devices

Page 11: Itunes K-12

Marketing

Page 12: Itunes K-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

Page 13: Itunes K-12

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

Page 14: Itunes K-12

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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