Podcasting ISM Spring 2007 Ivan Kochnev, Mark Kuca, Greg Miller, John Martin, & Todd Dorsett Team Campio Podcasting is a new, low-cost, high- impact form of audio content delivery that's ready to be exploited for training and general information delivery.

Overview & Definition Mission Answer the question “what is podcasting?” Explore the operational efficiencies created by podcasting. Identify the ways in which it positively affects operational effectiveness. Overview & Definition

Background & Introduction Presentation Agenda 1.Background and Introduction History, awareness, impacts 2.Evidence Explore how podcasting technology is affecting the environment of many different industries and organizations. 3.Conclusion Detail how podcasting is improving operational efficiencies and organizational effectiveness. 4.Managerial Implications Identify what managers in various industries should consider about podcasting. Overview & Definition

History Roots are grounded in the Blog revolution Made possible by Really Simple Syndication (RSS) software Dave Winer adapted RSS to audio files Adam Curry 1 st to create “podcatching” software which transfers MP3 files from the PC to the Apple iPod Background & Introduction

Background and Introduction Awareness Podcasting Higher Education: Portable Lectures Private Industry: Investor Relations Corporate Communications Training Marketing Politics/Government: Campaign Content Presidential Addresses Religious Groups: Weekly Services Entertainment: Radio/Talk Radio News Television Books on Tape Special Interest Group: Replays of Meetings Interviews Background & Introduction

Background and Introduction Podcast Impacts New Markets New Demographics Reduced Production And Distribution Costs Enhanced Media Background & Introduction

Overview & Definition Technology Overview Background & Introduction

Samples iTunes Podcast Subscription Background & Introduction

SamplesBackground & Introduction Media Usage of Podcasts

Samples Podcasts In Use Background & Introduction

Evidence Evidence Outline Why Organizations Use Podcasting Efficiency & Effectiveness Possible Constraints Examples of Organizational Use Evidence

Why Use Podcasting It’s Easy Evidence

Low Barrier to Entry Evidence Why Use Podcasting Podcaster can broadcast for $40 a month 20-minute podcast with downloads per day Evidence $

Podcasting Evolution Evidence Prior to 1993 No Graphical Web Browser Web Access SLOW Broadband Internet FASTER RSS Developed Podcasting Before sEarly 2000s October Present Evidence

Why is Podcasting Effective Evidence Consumer Demand I want my podcast! Estimated 60 million Americans will listen to podcasts by % of digital music owners will listen to podcasts Market for podcasting tools and services will reach $400 million in the next few years Evidence

Podcasting Marketplace Evidence Consumer Demand 4.5 Million podcast users in 2005 What are they listening to? Evidence

Why Does Podcasting Work Evidence Consumer Demand 22 million people in the U.S. own iPods or MP3 Players Increasing Demand for Podcasting Frustration With Radio Programming Fragmentation Of Traditional Media Allow Listeners Time-Shifting Traditional Radio Too Much Advertising Evidence

Possible Constraints Copyrights Litigation Spam Privacy Evidence

Examples of Organizational Use Business StakeholderTopologyUse EmployeeIntranetCompany Information, Training ExecutiveIntranetCorporate Communications ConsumerInternetMarketing Material Evidence

Examples of Organizational Use Education Virtual Classroom Class Lectures Guest Speakers Major Universities Using Podcasting Now Evidence

Positive effects. Podcasting FeatureOrganization EfficiencyOrganization EffectivenessPossible Negative Effects Inexpensive to produce and distribute Improve the communications inside the company Provide training to employees Increase brand awareness New and broader audiences Target niche markets Reduce advertising budgets Replace traditional investor relation reports There is a risk of copyright infringement Use on demand: Users may choose what to listen to (or watch) and when and where Podcasts are portable Improve time management Allow multitasking Easier to learn from Reach consumers at times and places they were not being able to reach them before Distractive effect RSS: can automatically download subscribed podcasts Automated distribution Guaranteed, targeted delivery Unregulated by the FCCReduced cost of compliance Create interest and attract audiences May be inappropriate for some listeners Conclusion Drawing

Conclusions Managerial Implications Market Share Revenue Brand Image Competition