ANALYSIS OF SELECTED WEBSITES AND COMMERCIAL CONTENT DISTRIBUTION PLATFORMS IN POLAND
Abstract: The aim of this article is to analyse the quality of selected commercial content distribution platforms in Poland at the beginning of 2014. The analysis was performed with the method of random sampling and produced objective results of assessment of the investigated services. In part one of the chapter I will formulate the aim and the objectives of the study. Consequently, I will perform a comparative analysis according to the selected criteria. The final part of the chapter contains conclusions drawn from the study.
Key words: digital services, content distribution platforms
The key objective of this article is to analyse the most popular websites that distribute commercial content both in Poland and globally. The analysis was performed from the point of view of an Internet user. Such analyses are performed for three main reasons: in order to obtain knowledge on the state and developmental dynamism of particular areas of e-
This study predominantly pertains to the first area of benefits and activities (see in wider context in Chmielarz, 2012). Therefore, the aim of this study is to analyse the quality offered by the selected websites and commercial content distribution platforms in existence in the Internet as of the beginning of 2014. The subject of the study includes different commercial content distribution media, whereby commercial content means data generated and supplied in the digital format, e.g. computer software, music, films, e-
The same source lists the following seven groups of content:
system software – Services that help run the computer hardware and computer system, and provide a platform for running application software,
a vendor or service provider and made available to customers over a network,
However, the most popular content transferred via the Internet can be presented in the following categories of products: digitizable products, mostly concerning the music industry (musical content, i.e. mp3 files instead of CD’s), the film industry (film content, i.e. video files instead of Digital Versatile Discs), published and press content (literary content i.e. e-
The development of Internet sales of electronic content is much easier than selling tangible products as it does not require the logistic support for product supply and delivery. Everything happens in the digital realm and the entire logistic process occurs on servers, thanks to mechanisms that support Internet websites/platforms. This is particularly significant for distribution beyond a company
(a significant increase in the number of Internet users) and ongoing development of Internet marketing (Kaznowski, 2008).
The results of the study indicate that the best solution from the customer’s perspective is the free-
As full application of the model is currently not possible, the best content to price ratio is offered by the subscription model. On the US market (the most developed Internet electronic content distribution market) distribution of music content dominates (59% share in the market in 2012), followed by videos and films (21%) and books (16%) (Richter, 2014). After experiencing the impact from digital piracy or platforms similar to Napster (25 million users in the peak phase of the portal’s activity), the market is now dominated by the subscription model (Richter, 2014) that grew by nearly 370% from 2008 to 2013. It was followed by the streaming model with a growth rate of nearly 300% and retail sales platforms, which is in alignment with the results of this study. If we were able to generalize the results of the electronic musical content market onto the remaining markets then it would seem that the model may be gaining more popularity, as shown by the development of Netflix (3rd Quarter report , 2013). The portal was able to generate profit in 2013 (largely due to its own TV series such as the House of Cards etc.). On the other hand, Spotify has so far only generated losses, which may be due to the lack of a similar development strategy. These are forms of distribution created by the modern media, which leads to the more traditional forms of distribution represented by Amazon’s or Nexto’s e-
3rd Quarter report for 2013, Netflix Inc. Form 10-
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w Internecie, MA Thesis supervised by W. Chmielarz, Department of Management, University of Warsaw, May 2014.
ANALIZA WYBRANYCH SERWISÓW I PLATFORM DYSTRYBUCJI TREŚCI KOMERCYJNYCH W POLSCE
Streszczenie: Celem niniejszego artykułu jest analiza jakości wybranych serwisów dystrybucji treści komercyjnych w Polsce na początku 2014 r. Analizy dokonano przy pomocy metody punktowej. Pozwoliło to uzyskać obiektywne wyniki oceny badanych serwisów. W części pierwszej formułowany jest cel oraz założenia pracy. Następnie zostaje przeprowadzona analiza porównawcza według wyróżnionych kryteriów. Ostatnia część zawiera wnioski wynikające z badania.
Słowa kluczowe: usługi cyfrowe, platformy dystrybucji treści komercyjnych