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Audible.com Audio that speaks to you wherever you are ™ Joe Flowers CS453 Introduction Audible converts audiobooks and other spoken audio programs into digital files Buy an audiobook from Audible and it’s yours forever to listen to as many times as you like. [1] Ways To Listen

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Audible com l.jpg

Audible.com

Audio that speaks to you wherever you are™

Joe Flowers

CS453


Introduction l.jpg

Introduction

Audible converts audiobooks and other spoken audio programs into digital files

Buy an audiobook from Audible and it’s yours forever to listen to as many times as you like. [1]


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Ways To Listen

  • Download and listen to audio on your computer

  • Streamed over the internet on your computer

  • Transfer audio from your computer to a CD or AudibleReady player

  • Proprietary file format, more compressed than mp3’s [1]


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Types of Content

  • Non-fiction

    • Highly personalized listening drawn from sources such as The Wall Street Journal, The New York Times [2]

    • Other

  • Novels

  • Proprietary content [3]

    • Magazine editions

    • Growing library of comedy

    • Joint venture with Random House


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How To Find Content

  • Search by title or author

  • Browse by category

  • Check out the best seller list

  • Music review from the latest audio magazines and newspapers

    [1]


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Get some audio!

  • A la carte [6]

    • Buy on a title by title basis

  • Subscription plans

    • Get one audio magazine, newspaper or radio program plus one audiobook each month for just $14.95 a month.

    • Get two audiobooks each month for just $19.95 a month.

  • Automated downloads

    • iTunes for Mac

    • AudibleManager for PC


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Hardware requirements [4]

  • PC

    • Windows 98 or higher

  • Macintosh

    • OSX with iTunes 3 or above

  • Hardware to listen

    • Audible Otis MP3 player (free with 1 yr subscription)

    • Palm Handheld

    • Apple iPod

    • Other players…


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History

  • Founded by Jeffrey Katz [3]

  • Publicly traded since the summer of 1999 [2]

  • Microsoft invested early on and now has investments totaling $15 million [5]


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Partners

  • Microsoft

  • Amazon

  • Random House [2]

  • Joint marketing agreements with device manufacturers including… [3]

    • Hewlett-Packard

    • Sony Electronics

    • Apple


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Ipod integration [5]

  • Integrates with iTunes on OSX

  • Comes with AudibleManager for PC [6]

  • Receive $100 off a new Apple iPod when you purchase a 1 year subscription [7]


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Awards

  • CNET editor’s choice [8]

  • Named to Deloitte & Touche's prestigious Technology Fast 50 Program for New Jersey [9]


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Growth [9]


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Business Model [2]

“Audible was designed to become an extremely profitable enterprise — and designed to get to that state as the clear leader. This is a company that does not need that many consumers paying us on a regular basis to be a very profitable enterprise, because of the fundamental structure of the business model. As we scale up the infrastructure needed to serve large numbers of customers — because of the efficient nature of the inventory and delivery structure — it doesn’t need to scale that heavily.”


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Business Model (cont’d)

Target Operating Model: [3]

  • Revenue - 100%

  • Content Costs - 30%

  • Marketing Costs - 25%

  • Operation Costs - 15%

  • Pre-tax Margin - 30%


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Ownership - January 15, 2002

Above 5%: [3]

  • Microsoft – 35.5 %

  • Amazon.com – 6.7 %

  • Donald Katz (founder) – 5.7 %

  • Management/Directors – 8.8 %


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Distribution [3]

  • Audible.com

  • Amazon.com

  • Affiliates program

  • Corporate Sites (B2B)

  • Library program


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Growth/Customer Base [3]

  • Plan to add a couple of thousand hours of content per quarter.

  • No overseas advertising yet they have customers in 100 nations.

  • Demographics still skews to men, average income $90k, 40% have advanced degrees, but they are seeing a move down from high-income users.  Most use for commuting and exercising, with some listening at desktop for short duration content items.


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Competition [3]

  • Traditional and online retail stores, catalogs, clubs, and libraries

  • Websites that offer streaming audio utilizing Windows Media Player or RealPlayer

  • MediaBay.com


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Will They Make It?

  • Long term potential

  • Loyal Subscriber base

  • Sweet Spot Operation

  • Rise of broadband

  • Prognosis Positive!


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References

1. www.audible.com (click “How it works”)

2. www.twst.com/ceos/adbl.html

3. www.cognitrol.com/ADBL/overview.htm

4. www.audible.com (click “What I need”)

5. www.atnewyork.com/news/article .php/584711

6. www.apple.com/ipod/audible.html

7. www.audible.com/gojandr/

8. reviews.cnet.com/4505-3514_7-9624241.html?legacy=cnet&dir

9. http://bigcharts.marketwatch.com/quickchart/quickchart.asp?symb=ADBL&sid=152157&o_symb=ADBL&x=33&y=18

10. http://bigcharts.marketwatch.com/news/articles.asp?guid={2D0BA43F-70FB-474D-B0B4-85D4BE5A3C9C}&newsid=806550614&symb=ADBL&sid=152157

11. www.audible.com/katz


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