The challenge of the digital age is something which most businesses are having to face up to, and not just the obvious ones such as music and gaming. For a short insight into the issues involved this is an excellent starting point. More than anything else it demonstrates that the obvious approach of regarding selling your product in a digital format as an alternative revenue stream is overly simplistic and, in the longer term, doomed to failure. The threat is not so much internet pirating, but the pressure of competition to drive the pricing point towards the marginal cost of the product, which for digital downloads is close to zero.
However, it is wrong to view the internet as purely a threat, although it has undoubtedly proved to be so for major business such as HMV and Game. The author gives examples of the transformational effect on companies and individual sellers, some in quite unlikely areas such as a bakery business, who have been able to use the opportunities in ways which could not have been easily predicted. Part of the message is to try new ideas, and if they do not work, to keep trying different approaches. Freeloaders are, in fact, your friends as they may well turn into ardent fans and big spenders once they are on your side. At the very least they will spread the message to their friends if they like what you are doing.
The author gives a very practical example of what he is extolling, since this free and short download is a lead on to his paid for book, The Curve. However, it does not include just a little of what is in that book as a teaser, as it contains 100% of the message but a very short version thereof. Finally he includes a full chapter from The Curve which shows how the group, Nine Inch Nails, have turned the traditional music publishing model on its head to great advantage. In other words this is a demonstration of how a business can give away something on the internet which leads to a real revenue stream in the sale of Nicholas Lovell's paid for book.
I have worked with companies with a strong internet presence, and have learned in a practical way much of what is included here. However, this is knowledge distilled very succinctly and whatever type of business you are involved in I would say it was a very worthwhile read. It may well strike a chord and inspire you to pay out real cash for The Curve!
- Format: Kindle Edition
- File Size: 543 KB
- Print Length: 49 pages
- Publisher: Penguin (3 October 2013)
- Sold by: Penguin UK
- Language: English
- ASIN: B00FGUM8EU
- Text-to-Speech: Enabled
- Word Wise: Enabled
- Customer Reviews: 77 customer ratings
- Amazon Bestsellers Rank: #2,198 Free in Kindle Store (See Top 100 Free in Kindle Store)