1. Long Tail
By Kerri Amos, Rhiannon Jones &
Michal Wlodarczyk

2. What is long tail?
• The term long tail is used to refer to the
large number of products that sell in small
quantities, as contrasted with the small
number of best-selling products. - Oxford
dictionary.

3. The long tail has been studied by web
researchers and has been noted in term
usage on search engines, access times to
servers and popularity of web sites. –
Bernard J. Jansen

5. iTunes

6. Play.com

8. The history of the long tail
• How it started – an accidental delivery was
sent from a Chicago jeweller to a local dealer
Sears
This is
that parcel

9. Todays Examples
• Google is finding ways to tap the long tail of
advertising.
• Microsoft is extending the long tail of video
games into small and cheap games that you
can download on its xbox live network.

10. The 3 Forces
• The 1 Force: Anderson identifies the first force
as "democratising the tools of production"

11. • The 2 force: "cutting the costs of consumption
by democratising distribution"

12. • The 3 force: “connecting supply and demand”