Interessante geschäftliche Denkansatz: The Long Tail

Auf dem Bnoopy Blog (betrieben vom Excite Gründer Joe Kraus) findet sich ein interessanter Artikel, der mit der „Long Tail„-Betrachtungsweise einen spannenden Denkansatz beleuchtet.

Was meint Joe mit Long Tail?

You know the real reason Excite went out of business? We couldn’t figure out how to make money from 97% of our traffic. We couldn’t figure out how to make money from the long tail – from those queries asked only once a day…. Overture figured it out, Google perfected it and we all know what happened from there. Those guys figured out something revolutionary — the long tail of search was a advertising marketplace. … It was a special kind of marketplace where small advertisers could reach small markets efficiently. It was and is a revolution to the traditional economics of advertising… Search is a long tail business and that is the source of its power and profit…

Gelten die alten Regeln noch, daß 80% des Umsatzes mit 20% des Angebots erwirtschaftet werden?

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57% of Amazon’s sales come from books you can’t even buy at a Barnes and Noble (to be fair, there is some skepticism around this number voiced here). This runs totally counter to the traditional 80/20 rule in retailing – that 80% of your sales come from 20% of your inventory. In Amazon’s case, 57% of their book revenue comes from 0% of Barnes and Nobles inventory.

New Economy als Long Tail Economy neu definiert?

What all these data points mean to me (and to most folks who are interested in long-tail stuff) is that the most interesting, transformative businesses that have been built over the last decade and that will be built over the next one are going to operate in and make money from the long tail. Google, eBay, Amazon, Rhapsody, Netflix, iTunes. What do they all have in common? They all work the long tail and they’re all radically changing the dynamics of their more traditional businesses.