Massive Inc. (A)
How do you go to market with a brand new product in a new industry? How does a business develop an opportunity and then adapt its strategy to ensure success? Who are the early adopters and how does a business work with them? Katherine Hays, chief operating office at Massive Inc., faced several options for guiding the development and launch of the Massive Ad Network. Massive had recognized that young males, ages 18 to 34, were becoming increasingly hard to reach through traditional means of advertising yet, at the same time, video game usage by this highly coveted market segment had skyrocketed and online game advertising provided a valuable revenue opportunity. To capitalize on the situation, Massive had built a product that enabled the dynamic delivery of advertising content into video games. Although the concept was simple, successful adoption of the new advertising medium required the enthusiastic buy-in from three distinct audiences: game publishers and developers, advertisers and their media buyer, and gamers. To be successful, Massive needed to continue to ask questions, experiment, and listen to each of these constituencies.
- 2006 HBS
Choosing a Book Format
EPUB is the standard publishing format used by many e-book readers including iBooks, Easy Reader, VoiceDream Reader, etc. This is the most popular and widely used format.
DAISY format is used by GoRead, Read2Go and most Kurzweil devices.
Audio (MP3) format is used by audio only devices, such as iPod.
Braille format is used by Braille output devices.
DAISY Audio format works on DAISY compatible players such as Victor Reader Stream.
Accessible Word format can be unzipped and opened in any tool that supports .docx files.