Cái Đuôi Dài ( The Long Tail )

"Cai duoi dai la mot trong nhung cuon sach gay chu y nhat trong nam" - Businessweek "Cuon sach Cai duoi dai ciia Chris Anderson da lam dUOc dieu ma chi co nhung cuon sach hay nhat lam

NEW YORK TIMES B E S T S E L L E R

G i a i t h t f d n g Gerald Loeb danh cho

c u 6 n sach ve k i n h doanh hay nhat t r o n g nam

CHRIS ANDERSON

la Tong bien tap tap chf Wired Ong

tung la bien tap vien phu trach thuong

mai ciia tap chf The Economist Ong bit dau su nghiep tai hai xb bao khoa hoc uy tin la Science va Nature Ong cd bang

khoa hoc, chuyen nganh vat ly tai Dai hoc George Washington, nghien cdu Co hoc Luong tur va Khoa hoc Bdo chi tai

Dai hoc California d Berkeley Vdi cuon Cai duoi dai, ong da gianh duoc giai

thudng Gerald Loeb danh cho cuon sach

ve kinh doanh hay nhat trong nam

C a i

D a i THE LONG TAIL

THE LONG TAIL Copyright © 2006, 2008 Chris Anderson

Nha xuat ban Tre dOc quy£n xuat ban ban tigng Vi§t theo Hpp ddng nhugng

quy6n thdng qua Brockman Inc., thang 9.2006

The Translation and Publication of this book in Vietnamese language were made possible through the financial support of the Public Affairs Section,

Consulate General of the United States of America in Ho Chi Minh City

Sach dugrc dich va xu£t ban bang tigng Viet voi su h6 tro- ve tai chinh ciia

Phong Th6ng tin - Van hba, T6ng Lanh sv quan Hoa Ky tai Thanh phd Ho

Nguyen ban: The long tail

1 Phan khuc thi trifling 2 Marketing Internet 3 Marketing—Doi mdi cong nghe I

Nguyen Hong Quang d II Ts III Ts: The long tail

658.802 -dc22 SWilll Ill I IIIIIIIII

A54S J III IIllllIII llllI lllll II

CAIDUOlDAI

CHRIS ANDERSON

Ngudi djch: NguySn H6ng Quang

Vol su tham gia bin dich ban <S&u cua: NguySn Minh Ngoc - LS Hdng Vin

Chju trach nhifm xuat ban:

Ts.QuachThuNguyft Bien tip:

Twang Quy Bia:

Bui Nam Sua bin in:

Wt Trung

Ky thu4t vi tinh:

Thanh Ha

NHA X U A T B A N T R E 161B Lv Chinh Thing • Quan 3 • Thanh ph6' H6 Chi Minh

DT: 39316289 - 39316211 - 38465595 • 38465596 • 39350973

Fax: 84.8.38437450 • E-mail: nxbtre@hcm.vnn.vn Website: http://www.nxbtre.com.vn CHI NHANH NHA XUAT BAN TRE TAI HA NOI

20 ng« 91, Nguyin Chf Thanh, Qufln Dong Da - Ha Nc}i

DT & Fax: (04)37734544 E-mail: vanphongnxbtre@hn.vnn.vn

Kh6 13x20,5cm S6': 72-2009/CXB/03-09/Tre Quy§'t dinh

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I n 3.000 cuon, tai X i nghi$p I n Nguyin Minh Hoang DC: 100 L§ Dai Hanh, P.7, Q l l , TP.HCM DT: 38555812

In xong va npp lull chieu thang 02 nam 2009

"Cai duoi dai la mot trong nhung cuon sach gay chu y nhat

trong nam"

- Businessweek

"Cuon sach Cai duoi dai ciia Chris Anderson da lam dUOc

dieu ma chi co nhung cuon sach hay nhat lam dtfot - kham pha mot hien tUQrng dang dien ra ma khong ai cd the phu nhan, va dua ra ly giai ro rang ve hien tuong do"

- Bao dien tu Slate

"Cuon sach cua Chris Anderson vara sau sac vita hap dan, dac biet neu ban thich theo doi nhting net lap lanh duoc tao

ra khi thudng mai va van hoa hoa quyen vdi nhau"

- Miami Herald

"Chris Anderson, bien tap vien ciia tap chi Wired, da chi

ra viec the gioi ky thuat so da tao dc?ng luc moi cho nhung

quan tam doi vol cac san pham ngach nhu the nao Cai duoi dai la su suy ngam ve hien tUotig do va kham pha ra nhirng

su lua chon cho nhUng ai muon tim kiem nhirng san pham ngach"

- The Globe and Mail

"Trong tac pham rat dang doc nay, Anderson da dua ra mpt 16 trinh cho tucfng lai ciia nganh thuong mai, mot 10 trinh

co the se lam sang to ban khoan ciia nhieu ngudi - ca ngudi ban hang va khach hang"

- The Plain Dealer

"Neu ban dang ban bat cu thu" gi co the duoc t|p hop lai vol nhau, nhu sach, am nhac, phim anh, phan mem va san

pham ky thuat so ma khong can cac trung tam phan phoi,

Cai duoi dai co the la cuon sach hudng din giup ban trd thanh

mot doanh nghiep thanh cong."

- Alan T Saracevi, San Francisco Chronicle

"Khong nghi ngd gi ntia, khai niem Cai duoi dai se viet lai

phan ldn each chiing ta tiep can kinh te hoc ung dung va cuon sach nay la mQt cuon sach giao khoa tuyet vdi"

- Rocky Mountain News

Cong nghe va Internet dang bien the gidi trd nen nho hon

va ket noi hem Cai duoi dai la cuon sach dau tien giai thich

chinh xac ve kha nang tiep can cac thi trudng ngach se tao

ra cd hoi ldn nhu the nao."

- Terry Semel, CEO, Yahoo!

"Cai duoi dai la mot su thanh cong hiem thay: No viet ve

mot chii de dudng nhu khong xa la linh vuc ban va mua

-va khien chiing ta nghi ve chii de do theo mot each hoan toan mdi Day la cuon sach dac biet thong minh va cung dua

ra quan niem lac quan ve nhirng lu|t le mdi cua the gidi ma

d do tat ca mpi ngudi cd the tim thay mot so dieu tam dac."

- James Surowiecki, tac gia cuon sach The Wisdom of Crouds

Tang Anne

M g c luc

LOI CAM ON II GIOI THIEU 17

1 CAI DUOI DAI 39

2 SU HUNG THjNH VA SUY VONG CUA SAN PHAM HIT 57

3 LUOC SU CAI DUOI DAI 83

4 BA NGUON LUC CUA cAl DUOI DAl 101

5 MOT THE HE CAC NHA SAN XUAT MOI Ill

6 NHUNG THI TRUONG MOI 159

7 NHUNG NGUOI TAO THI HIEU MOI 179

8 KINH TE HOC CAl DUOI DAl 220

9 CAl DAu NGAN 252

10 THIEN DUONG CUA SU LUA CHON 287

II NHUNG NEN VAN HOA NGACH 303

12 M A N H I N H V O T A N 330

13 KHONG CHI LA GlAl TRI 347

14 QUY LUAT CAl DUOI DAl 373

15 CAl DUOI DAI MARKETING 386

Doan cu6i: CAl DUOI CUA TUONG LAI 423

LOI BAT 426

9

L Q I C A M O N

Cuon sach nay nhan duoc dong gop tu" hang nghin

nguoi nhd qua trinh tiep nhan y kien tuong d6i md,

bat dau bang mot bai bao duoc biet den rong rai va sau do la viec dua len blog trong qua trinh viet Toi phai cam on nhieu nguoi, ca trong phan cam on nay

va phan chu thich 6" cuoi cuon sach

Nguoi dau tien ngoai ban than t o i da lam viec cue nhoc nhat cWnh la vo toi, Anne Khong mot d u an nao giong n h u d u an nay co the duoc hoan tat neu thieu

su t r o gitip ciia mot doi tac dac l u c Anne vuot qua t§t

ca tieu chuan ciia m o t doi tac n h u the Su ling ho hen tuc va cam thong ciia co ay da giiip bien dieu do thanh hien thuc; nhung gi co ay phai trai qua that khong don gian, tut viec trong bon tre vao tat ca cac Chti nhat trong k h i t o i lam viec tai Starbucks, den nhirng buoi toi khong duoc nghi ngoi, nhung ky nghi phai of nha, nhurig bila an t o i 6" nha hang khong thuc hien duoc

va tat ca nhirng kho khan khac co the co do t o i phai tap trung toan tam toan y vao cuon sach nay Nhung

h o n het, co ay con la tro" thu dac luc ciia toi, nguoi doc dau tien ciia toi, nguoi co van, ban tam tinh va la nguon

k h i c h le va dong vien vo tan (Cac con ciia chiing t o i Daniel, Erin, Toby, va Isabel cung mat mot nam khong duoc su quan tam nhieu ciia cha, va t o i cam on tat ca

-11

CAI DUOI DAI

da co each cu x i i diing muc va hy vong la quang thoi gian ay khong de lai vet seo vinh vien nao)

Trong qua trinh nghien cuu va xay dung noi dung cuon sach, t o i that may man co su cong tac cua hai trong so nhung bo 6c lam viec va t u duy sac sao nhat tren hanh tinh la Louis Rossetto va Jane Metcalfe, hai ngudi ban, hang x o m va ngudi sang lap ra tap chi

Wired, nhi2ng n g u d i da cho t o i m u o n van phong

Berkeley tuyet dep trong vai thang vao mua he nam

2005 (Toi la mot "hoc gia tai gia", mot danh hieu cho toi cam giac la ngudi thong m i n h hon) Va mot ngudi ban than khac, Peter Schwartz, da cho t o i muon dia diem dep khong kem trong van phong Emeryville cua Global Business Network, noi toi da thuc hien phan xay dung y tudng ldn va thao lu$n vol tro1

ly viet ciia toi la Steven Leckart

Nhung doi tac khac ciia t o i la nhung dong nghiep

tai tap chi Wired, dac biet la Bob Conn va Thomas

Goetz, nha dieu hanh va t r d ly bien tap HQ da dua ra nhung y tudng thong minh, khuyen khich va lam giiip toi cong viec trong k h i toi phai tap trung phan ldn thdi gian vao cuoi sach Bob cung la ngudi hieu dinh bai

bao Cai duoi dai lan dau tien, giup toi IQC ra nhirng

lap luan va dan y, mot su dong gop cd hieu qua cho den hien nay Nhirng binh luan ciia Melanie Cornwell

ve ban viet tay da chi ra nhieu l o i trong van hoa pop Toi cung cam on Blaise Zerega, vdi t u each la quan ly bien tap da giu" cho co xe tiep tuc lan banh k h i t o i vang mat ban thdi gian, va Joana Pearstein, giam doc d u an

12

LOI CAM ON

ciia chiing toi, ngudi da giup cung cap nhieu hinh ve

t r o n g giai doan ban dau T o i dac biet cam on Si Newhouse v i da t i n t o i vol nhung y tudng goi m d ban dau va cho phep t o i nghi den phat trien y tudng thanh cuon sach nay

Gidi hoc gia dong gop quan trong trong viec luong

hoa anh hudng ciia Cai duoi dai va kham pha tac dong

ciia chiing Erik B r y n j o l f s s o n ciia Trudng Oman ly Sloan, MIT, va Jeffrey H u ciia trudng Quan ly Krannert

da dua ra Udc lUOng ve Cai duoi dai ciia Amazon, dieu

da giup t o i h i n h thanh khung phan tich de tu do xay

dung ly thuyet va ciing co niem t i n rang cd the hoan thanh d u an Nghien cuu khong ngung ciia ho trong

l m h vuc nay rat dang chii y, va su ling ho ciia ho doi vol cong t r i n h ciia t o i rat dang tran trong Tai Trudng

k i n h doanh Harvard, cong t r i n h ciia Anita Elberse ve

Cai duoi dai ciia Netflix va DVD rat huu ich va t o i

mong ba se sdm cong bo cong t r i n h cung n h u se tiep tac duoc lam viec vol ba

Tai T r u d n g K i n h doanh Stanford, Giao su Haim Mendelson da cho phep toi trinh bay trudc ldp hoc va

dua ra chii de nghien cuu Cai duoi dai t r d thanh mpt

chii de Do do, toi that may man k h i duoc lam viec vol nhirng sinh vien ciia ong n h u Angie Shelton, Natalie Kim, Saloni Saraiya va Betheny Poole, nhung ngudi da viet cac nghien cuu t i n h huong ciia Yahoo! Music va eBay Ve nghien cuu ciia eBay, chiing toi cung nhan duoc t r d giup ciia Terapeak vdi nhurig so li?u quy gia

ve Cai duoi dai khach hang va ngudi ban tren t h i

13

CAl DUOI DAI

trudng Tai Dai hoc California, Berkeley, nha k i n h te Hal Varian da dua ra nhieu y tudng co van va khuyen khich toi xem xet nhung khia canh m d i vdi su chinh xac cao hon

Mot trong nhurig nguon t u lieu va v i du tntfc te nhat

ve Cai duoi dai la cong t y Rhapsody ciia hang

RealNetwork Toi thifc su biet on Rob Glaser va Matt Graves, hai ngudi da thudng xuyen giup dd va khuyen

khich toi Reed Hastings, CEO ciia Netflix, khong chi

la ngudi ling hp ngay tu: dau va cung cap so lieu, ma con la ngudi khuyen toi rang cum tu1 "Cai duoi dai" co the se hit, sau nay da trd thanh Idi khuyen co ich Dave

Goldberg ciia Yahoo! da giup toi bang kien thufc trong nganh am nhac, va Bill Fisher ciia DVDStation cung cap ca so li§u va kien thiic trong linh vifc DVD dang thay doi Robbie Vann-Adibe, trudc day tung lam tai Ecast, xiirig dang nhan nhung Idi cam on dac biet vi

da khuyen khich toi bat dau d u an nay

Cac nha nghien cuu t u tudng va nha van da dong gop cho cuon sach nay dudi dang Idi noi va y tudng, bao gom Umair Haque, ngudi da giup rat nhieu ve phan Music House; Glenn Fleishman da dong gop ldn cho phan viet ve Amazon; Andrew Blau ciia GBN da giiip

toi t u duy ve Cai duoi dai ru" quan diem Nguon hfc;

Rob Reid vdi nhung email dai va sau sac ve nen kinh

te giai t r i dang chuyen doi da dude t o i da trich dan nhieu; Kenvin Laws vdi y tudng mang tinh khai m i n h

ve sufc manh ciia cac thi trudng ngach da co anh hudng

quan trpng den bai bao dau tien ciia toi

14

LOI CAM ON

Dai dien cua toi, John Brokman, khong chi la ngudi dong vien va co van tuyet vol, ma con giup toi tiep can mpt the gioi cac nha t u tuong va khoa hoc Nhung btfa toi va cac cuoc gap gd ciia toi dudi su sap xep ciia ong

la quang thdi gian t h u v i nhat trong cuoc doi toi Bien tap vien ciia t o i d Hyperion, Will Schwalbe, da giup toi rat nhieu; cau tnic cuon sach hien nay chii yeu dua tren nhurig 161 khuyen co ich ciia ong va viec hoan thien ciia cuon sach la do sU nhiet tinh thuong xuyen va chi dan tan tinh ciia ong

Toi x i n dac biet cam On cha me ciia toi Xin cam On cha toi, Jim Anderson v i da chi ra cho toi tam quan trong ciia tam iihin toan cau va tinh khiem ton trong gioi t r i thiic Cam On me toi, Carlotta Anderson v i da khuyen khich toi bang su cWnh xac ve ngon ngii va tinh to mo vo b6

Nghien cuu trong nganh k i n h doanh sach la m p t trong nhung cong viec kho khan nhat vi nguon diJ lieu chuan (thong t i n ve doanh so ban ciia Amazon) khong dupe cung cap va chiing toi bupc phai su1 dung lai phan Ion t u lieu ttifben thufba Do do, toi xin cam on dac biet den Morris Rosenthal va T i m O'Reilly Cuoi ciing, xin

cam on John Bettelle, tac gia ciia cuon sach The Search,

vdi v i du ve viec dua len blog trong qua trinh viet sach

da thuc day toi m d ra blog thelongtail.com, noi toi nhan dupe nguon y tudng, tham van, d t i lieu va kien thiic quy bau tuf hang nghin ngudi dpc thong minh, nhung ngudi ximg dang nhan dude Idi cam dn chan thanh ciia toi

15

G I O I T H I E U

Chay theo cac danh sach ban chay nhat la noi am anh ciia nude My Van hoa My la mot cuoc dua ve su

noi tieng Chung ta b i am anh bdl hit 1 - tao ra chung,

lua chon chung, noi chuyen ve chung va theo doi su len xuong cua chiing Moi dip cuoi tuan la mot cuoc dua gianh mua ve tai cac rap chieu bong va m o i toi

t h i i Nam la mot cuoc dau tranh sinh ton kieu Darwin

de t i m ra chuong trinh truyen hinh phu hop nhat va

dat gid de theo doi vao tuan sau Mpt vai bai hat hit

dupe choi d i choi lai tren dai phat thanh, trong k h i cac nha quan ly nganh giai t r i b d h o i tai t i m kiem chii de

t h u hut khach tiep theo

Do la the" gioi chay theo hit Hon mia the ky qua, cac

phuong tien thong t i n dai chiing va nganh giai t r i phat

trien dua tren nhuxig bp p h i m hit, nhirng dia vang va chuong t r i n h tivi noi tieng Khong nghi ngd gi niSa, hit

da t r d thanh lang k i n h ma tu" do chiing ta cam nhan

ve van hoa ciia m i n h Chung ta nhan dang thoi dai thong qua nhirng nhan vat noi tieng va cac san pham san xuat dai tra - chiing la nhirng chuoi ket noi trai

Ttf hit se dtfdc sii dung trong toan bp cuon sach nay, co

nghia la: san pham dat ky luc, hang ilau, bill (.hay lltlau —r

B u l l DIEN

17

PHU BAN:

CAI DUOI DAI

nghiem cuoc song ciia chiing ta Mo hinh lang xe cac ngoi sao man anh ma Hollywood thuc hien tu! tam thap nien tru6c day gid da len loi vao moi ngo ngach thuong

mai, vi nganh ban giay cho den dich v u am thuc Cac

phuong tien thong t i n ciia chiing ta b i am anh bdl

nhirng san pham ndng Noi torn lai, hit la vua

Tuy nhien, xem xet m o i vat ky hon mot chiit, ban

se thay b u t tranh nay, noi len cung vdi ky nguyen ciia dai phat thanh va truyen hinh sau Chien tranh the gidi

lan t h i i hai, gid day dang dan bien dang Hit dang bat

dau mat dan anh hudng So mpt van la so mpt nhung doanh so d i kem khong con n h u trudc kia

Hau het nhirng album trong so 50 album ban chay nhat mpi thdi dai la ciia thap nien 70 va 80 (The Eagles, Michael Jackson) va khong co album nao dupe san xuat trong vong 5 nam viia qua Doanh t h u ciia cac

rap chieu p h i m Hollywood da giam hon 6% trong nam

2005, cho thay mot thuc te la khan gia di xem p h i m d rap dang giam di du cho dan so nude My van tang len Moi nam, he thong tivl thong thudng lai mat them khach hang chay sang hang tram kenh truyen hinh

cap Dan ong d do tud'i tit 18 den 34 - nhung khan

gia dude nham tdi nhieu nhat ciia cac nha quang cao

- da bat dau tat tivi de danh ngay cang nhieu thdi gian

ludt Internet va choi games dien vi T i l hang thap nien

qua, bang xep hang nhirng chuong trinh tivi hay da giam xuong va chuong trinh hay nhat hien nay khong the sanh dupe vdi m u d i chuong t r i n h hay nhat vao nam 1970

18

Gioi thieu

Noi torn lai, mac d u chung ta tiep tuc b i am anh bdi

hit nhung chung khong con la nguon life lcinh te nhu

trudc kia nira Vay nhirng khach hang hay thay long doi da kia chuyen d i dau? Cau tra 161 la khong phai mot noi Ho phan tan k h i t h i trudng phan khuc thanh

vo so nhung t h i trudng nghach Mot k h u vuc tang trudng nhanh la Internet, gid dang tao ra mot bien chtia hang trieu t h i trudng, m o i t h i trudng deu chong lai each l a m truyen thong va quang ba kieu truyen thong theo nhirng each khac nhau

ITUNES1 GIET CHET NGOI SAO

D A I P H A T T H A N H Toi ldn len trong thdi ky huy hoang cua ky nguyen

van hoa dai chung - thap nien 70 va 80 Moi thanh nien thoi do dude tiep can mia ta kenh tivi va tren m u t

te, m o i ngudi deu xem m o t so chuong t r i n h tivi giong nhau Cd ba hay bon dai phat thanh phat nhac rock d moi thanh pho Chiing dinh hudng am nhac cho m o i ngudi; chi co vai dtia tre may man co tien mua cac dia nhac m d i la cd the m d rong tam n h i n xa hon

Chung toi deu xem p h i m bom tan 2 vao mua he trong

1 iTunes: Ten mot phan mem quan ly am nhac do cong ty Apple dua ra nam 2001 cho may tinh MAC, co the ket noi vdi dich vu iTunes Store cua Apple de mua, tai nhac va video cac loai

2 Tieng Anh: blockbuster TU long chi phim an khach

19

CAI DUOI DAI

rap va nhan t i n rtr cac td bao va dai phat thanh Nhung dia diem t i m thay thong t i n ngoai luong la t h u vien va ciia hang sach tre em Theo nhirng gi con lai trong tam

t r i toi t h i t h i i van hoa khong giong vol van hoa dai chiing ma toi dupe tiep can chi la sach va mpt so tai lieu ban toi va toi suu tap, va chiing khong dupe truyen

ba ra ngoai k h u nha ciia chiing toi

Ngupc vol tuoi tho ciia toi la Ben, chang trai 16 tuoi ldn len trong ky nguyen Internet Cau la con trai duy nhat ciia cap vp chong giau co d North Berkeley Hill,

do vay cau co may tinh Mac trong phong ngii, mpt may iPod day dti lieu (va dupe cho tien de tai nhac t i i iTunes Store hang tuan), va co mpt dam ban co ciing miic song n h u cau Giong vol cac ban ciia minh, Ben khong the tudng tupng ra mpt the gidi lai khong co bang thong rpng1, dien thoai di dong, MP3, TiVo2 va mua hang true tuyen

Cac h i n h thiic ket noi tren da cho phep tiep can khong gidi han va khong kiem soat doi vdi van hoa va

san pham tren mang, tut chii luu den ngoai le va tham

chi ca xa hpi den Ben ldn len trong mpt the gidi khac vdi toi - mpt the gidi it b i chi phoi bdi cac phuong tien dai chiing va giai t r i truyen thong Neu ban khong nhan

ra m i n h trong nhirng trang viet nay, hay tudng tupng

ra Ben Cau ay dang tiep can nhifng san pham tien tien ciia tuong lai

1 Nguyen van tieng Anh: Broadband

2 TiVo: Loai may thu hinh ky thuat so co dung luong 6 cung Ion, thuong dung de thu cac chuong trinh tivi de xem vao thdi diem khac vol thdi gian phat song

20

Gioi thi^u

Theo Ben, bite tranh van hoa la mot dong chay lien

tuc tit cao xuong thap, vdi cac san pham thuong mai

va nghiep d u canh tranh binh dang vdi nhau de gay

su chii y vdi cau Don gian la cau khong phan biet cac

san pham hit chii lUu vdi cac san pham chp den - cau chon nhirng gi cau thich tit thuc don nhieu vo tan

nhirng bo p h i m ciia Hollywood va nghiep d u dupe xep canh nhau

Ben xem t r u y l n hinh chi khoang 2 tieng/tuan, chii

yeu la bo p h i m dai tap West Wing (tat nhien la thdi diem xem khac vdi thdi diem phat song) va Firefly -

mot bp p h i m dai tap ve chuong trinh vu tru da bi ngung phat ma cau ghi dupe bang may TiVo Cau cung xem

p h i m hoat h i n h dupe tai xuong bang phan mem Bit

Torrent, mpt cong nghe chia se peer-to-peer 1 , do p h i m

hoat h i n h do dupe phat lan dau tien tren truyen hinh Nhat Ban (phu de tieng A n h dupe nhung ngudi xem them vao)

Ve p h i m anh, cau say me p h i m khoa hoc vien tudng,

vi vay la mot khan gia tuong doi chinh thong Cau dam

me cac bp p h i m khoa hpc vien tudng n h u Star Wars

va Matrix Cau cung xem nhirng p h i m tai xuong tvt

mang, n h u p h i m hoat hinh nghiep d u (dupe lam bang each dieu khien cac nhan vat trong games dien tir) va

nhurig san pham dpc lap n h u Star Wars Revelations,

m p t bp p h i m do ngudi ham mp t y san xuat co nhung

1 Cong nghe peer-to-peer dung de ket noi va chia se true tiep

thong tin gifla hai hoac nhieu may tinh cung nhu gitia nhirng nguoi dung tren mang

21

CAI DUOI DAl

hieu uxig dac biet garth dua vol ca bp p h i m nguyen ban ciia Lucas

Mpt phan am nhac trong iPod cua cau dupe tai xuong

t i i iTunes, nhung phan Ion la do ban be cung cap Khi mpt thanh vien trong n h o m mua mpt dia CD, cau hay

co ta se sao dia tang m o i ngudi Sol thich ciia Ben la nhac rock co dien - Led Zeppelin hay Pink Floyd - hoa trpn vdi am thanh ciia games dien tir Dai phat thanh duy nhat ma cau nghe la NPR ma cha me cau m d khi ngdi tren 6-to

Sd thich doc ciia cau la tieu thuyet Star Wars va

truyen tranh manga ciia Nhat Ban, phan ldn la qua cac trang mang truyen tranh Giong n h u mpt so ngudi ban, cau yeu thich nen van hoa Nhat den noi da chon tieng Nhat la ngoai ngu" hoc d trudng Khi toi con di hoc, tre

em hoc tieng Nhat vi Nhat la cudng quoc kinh te thong tri, do vay ky nang ngdn ngiJ duoc cho la m d ra co hpi nghe nghiep Nhung gid day tre em hpc tieng Nhat de viet phu de phim hoat hinh va dpc truyen tranh manga chu" khong phai de dpc nhirng tac pham dupe dich tuong doi chinh thong

Ben gianh hau het thdi gian ranh de len mang, ludt

web hay tham gia vao cac d i l n dan n h u Halo, Star Wars Cau khong quan tam den t i n t u t - cau khong

dpc bao hay xem tin t u t tren truyen hinh - nhung theo doi su phat trien cong nghe m d i nhat va van hoa

ngach 1 qua cac trang mang n h u Slashdot (tin tile ve

1 Hinh thtfc van hoa phai sinh do su ra doi ciia Internet

22

Gioi thieu

cong nghe) va Frark (chuyen la) Ca ngay, cau lien lac bang t i n nhan hen tuc vdi mudi ngudi ban than nhat Cau khong hay nhan t i n bang dien thoai di dong giong

n h u cac ban (Nhan t i n dupe nhirng ngudi hay ra ngoai

Ua thich; IM la kenh chat1 Ua thich doi vdi nhirng ngudi thudng xuyen d trong phong) Cau choi games vol ban

be, chii yeu tren mang Cau thich game Halo 2, dac biet la level2 cd su dieu chinh ciia ngudi choi

Toi cho rang neu dupe sinh ra muon hon 25 nam, tud'i tho ciia t o i chac cung giong n h u vay Su khac nhau co ban ghia tuoi tho ciia Ben va ciia toi chi la su lua chon Toi chi dupe biet nhung gi dupe truyen phat tren song Cau ay dupe tiep can Internet Toi khong co TiVo (hay tham chi truyen h i n h cap); cau ay co tat ca

va cd ca phan mem BitTorrent Toi khong biet mpt chiit

gi ve thir gpi la truyen tranh manga, cang khong biet phai t i m no d dau Ben dupe tiep can tat ca Neu co

m p t n h o m b a n choi games true t u y e n World of Warcraft, han t o i da co the xem lai bp p h i m hai nhieu tap Gilligan's Island That tinh t h i toi ciing khong chac

cho lam

Cac chuong t r i n h truyen hinh dupe xem nhieu hon vao thap nien 1970 so vdi bay gid, khong phai vi chiing hay hon, ma v i chiing ta cd i t su lua chon hon Dieu chiing ta van nghi la da cd su nd'i len ciia mpt nen van hoa dai chiing tren thuc te lai khong han la su thang

1 Chat: noi chuyen (tan gau) vdi nhau tren mang

2 Trinh do ciia tro choi, diffJc xep tii thap den cao

23

CAI DUOI DAI

the ciia cac tai nang Hollywood, ma diing hon la ket

qua ciia hieu itng bay dan do cac phuong tien truyen

thong tao ra

Uu diem ciia truyen thong la no co the phat mpt chtfbng trinh toi hang trieu ngudi xem vol hieu qua cao nhat Nhung no khong the lam ngupc lai - mang hang trieu chuong trinh den vdi mpt ngudi xem Tuy nhien, Internet lai lam viec nay rat tot Nguyen ly kinh te trong

ky nguyen truyen thong doi hoi phai co cac chuong

trinh hit - vdi so lupng ldn - de t h u hiit khan gia

Nguyen ly kinh te ciia ky nguyen bang rpng t h i ngupc lai Viec phuc vu hang trieu ngudi ciing mpt luc se la

vo ciing ton kem va lang p h i doi vdi mpt mang phan phoi dupe thiet ke cho giao dich den rung doi tupng

Hien nay, nhu cau doi vdi cac san pham van hoa hit

van ton tai, nhung no khong con la thi trudng duy nhat

m2a Nhirng san pham hit gid phai canh tranh vdi so lupng ldn san pham ngach (niche) NgUdi tieu diing

ngay cang nghieng ve t h i trudng cd nhieu sU lUa chpn nhat Ky nguyen mpt-san-pham-dap-ung-tat-ca dang cham dilt va mpt dieu m d i me dang the cho, do la mot thi trudng da sU lu"a chpn

Quyen sach nay viet ve t h i trudng do

Su tan vd ciia t h i trudng chii lUu thanh vo so manh

vd van hoa la dieu gay that vpng doi vdi van hoa va nganh giai t r i truyen thong ciia chiing ta Sau nhieu thap nien, cac nha quan ly da khong ngiing h u n due

ky nang sang tao, lua chpn va quang ba cho san pham

hit Dot nhien nhirng san pham hit t r d nen khong du

24

Gioi thieu

Khan gia dang chuyen sU chu y tdi nhirng tnti khac, mot sU truyen ba m d ho ve Dung la chung toi khong

biet goi cac san pham khong phai hit la gi Chung chac

chan khong phai la "cac hoa hau", bdi v i hau het khong nham muc dich thong t r i the gidi Chung la "tat ca nhirng gi con lai"

That ky la la chiing co the da b i bo qua Suy cho ciing, chiing ta dang noi ve da so su vat Hau het p h i m

anh khong phai la hit, hau het am nhac khong d trong

top 100, hau het sach khong phai la sach ban chay nhat, va hau het chuong t r i n h truyen hinh tham chi khong dUOc xep hang Nielsen, va nhieu hon so do khong dUOc len song vao gid cao diem Tuy nhien, nhieu t h i i trong so do lai t i m thay hang trieu khan gia

tren toan the gidi Chiing khong dupe goi la hit, do do

khong dupe tinh den

T u y nhien, chiing lai chiem v i t r i ma nhiing t h i trudng dai chiing trudc day da vd vun thanh But tranh

phac hpa ve m p t so tac pham hit co vai trd chi phoi,

trong k h i nhirng san pham con lai khong cd vai trd gi, gid day da t r d thanh mot b u t kham roi ram gom hang trieu manh nho T h i trudng dai chiing ngay cang t r d

thanh t h i trudng san pham ngach

Thi trudng ngach van luon ton tai, nhung do gia ca

ciia cac san pham nay dang giam xuong - ngudi tieu

diing t i m ra san pham ngach, san pham ngach t i m

thay t h i trudng - nen dpt nhien trd thanh life lifpng kinh

te va van hoa khong the bo qua

25

CAl DUOI DAI

Thi trudng ngach m d i khong thay the t h i trudng hit

truyen thong ma chi chia se vdi no Trong suot the ky qua, chung ta da lua chon nhung san pham ban chay

de su" dung co hieu qua nhat gia de hang hoa, man hinh, kenh phan phoi va su chu y Gid day, trong ky nguyen m d i cua khach hang mua ban qua mang va

ky thuat so, nguyen ly ciia phan phoi dang thay doi mot each co ban k h i Internet di vao turig nganh cong nghiep, trd thanh kho chiia hang, thanh nha hat va phuong tien truyen thong vdi chi p hi chi bang mot phan chi p h i truyen thong

Chung ta co the v i qua trinh giam chi phi phan phoi

n h u qua trinh giam muc nude hay khi trieu ha Khi chi phi giam xuong, mot vting dat m d i da co san d do dot

nhien 16 ra Nhung san pham ngach la su m d rpng rat

ldn cac san pham trudc day khong co hieu qua Nhieu san pham da co d do, cd dieu chiing ta kho t i m hay kho nhan biet Chiing la nhirng bp p h i m khong dupe chieu d rap dia phuong, la nhirng ban nhac khong dupe len song tren dai dia phuong, la nhung dung cu the thao khong dupe ban tai Wal-Mart Gi6 day chiing co the dupe t i m thay tren Netflix1, iTunes, Amazon2 hay

d mpt dia diem ngau nhien nao do theo t i m kiem ciia Google T h i trudng vo h i n h da t r d thanh h i f u hinh

Ben canh do, cung co nhung san pham ngach hoan

toan mdi, do mpt nganh cong nghiep m d i no'i tao ra ghia the gidi thuong mai va p h i thuong mai Chiing

1 Netflix: Dich vu cho thue dia tren mang pho bien tai My

2 Amazon: Cong ty ban le tren mang (amazon.com)

26

Gioi thieu

xuat hien d nhung noi ma su chuyen nghiep khong de

y den va t i n h nghiep d u chiem cho Do la the gidi blogger1, nhung ngudi san xuat bang hinh, ban nhac nghiep du, tat ca dot nhien t i m thay khan gia nhd nguyen tac kinh te cua thdi dai phan phoi ky thuat so

QUY LUAT 98 PHAN TRAM

Cuon sach nay bat dau bang mot bai toan ma toi

da giai sai Mot trong nhung cong viec ciia toi vdi t u

each bien tap vien ciia tap chi Wired la dua ra cac phat

bieu ve x u the cong nghe Bdi v i toi bat dau nghe nghiep trong linn vuc khoa hoc va sau do t i m hieu kinh

te hoc tai tap chi The Economist nen toi thudng t i m kiem

nhirng x u the tren tuf nhung d i l lieu tho May man la chua bao gid d t i lieu lai san n h u bay gid Bi mat ciia

k i n h te hoc the ky 21 nam trong cac may chii ciia cac cong ty xung quanh ta, t i i eBay2 den Wal-Mart3 Mac

du khong phai liic nao cung de t h u thap cac so lieu nhung nhimg ngudi dieu hanh tai cac cong ty do boi trong dong dtf lieu m o i ngay va co cam quan tuyet vdi

ve dieu gi co y nghia va dieu gi khong Do do, muon hieu ve x u hudng t h i phai hoi ho

1 Blogger: ngudi viet nhat ky tren mang

2 eBay: cong ty ban hang (mot phan thong qua dau gia) tren mang

:< Wal-Mart: He thong sieu thi lorn nhat the gidi do tap doan Wal-Mart dieu hanh

27

CAI DUOI DAI

Do la dieu toi da lam vao thang gieng nam 2004,

trong van phong ciia Robbie Van-Adibe, CEO ciia Ecast,

mot cong ty "hop nhac so"1

Hop nhac so ciing giong

n h u hop nhac t u dong binh thudng - gom co loa phat

va anh den d i i mau n h u thudng thay d cac quan bar

Su khac biet chi la d ch6, thay vi can mpt tram dia CD,

hp chi can mpt dudng truyen Internet bang thong rpng

va ngudi dan chUPng t r i n h lUa chpn bai hat tu" hang nghin bai dupe tai va luu true trong mot 6 ciing Trong qua trinh tro chuyen, Vann-Adibe hoi t o i hay doan so phan tram ciia 10 nghin album hien co trong hop am nhac ciia cong ty dupe ban it nhat mpt lan trong quy

Tat nhien toi biet rang Vann-Adibe muon thii toi Cau tra Idi thong thudng la 20% bdi v i Quy luat 80/20 co the ap dung trong m o i linh vuc Cd nghia la 20% san pham chiem 80% doanh so (va thudng chiem 100% lpi nhuan)

Nhung Vann-Adibe dang kinh doanh san pham so, nen co sU khac biet Do do toi nghi se lieu doan thii con so khting hon la 50% trong so 10 nghin album ban dupe it nhat mpt ban trong quy

Cd ve n h u con so do qua cao t h i phai Mpt niia trong

so 10 nghin cuon sach hit trong ciia hang sach sieu

cd thudng khong ban dupe mpt lan trong mpt quy Mpt

niia trong so 10 nghin dia CD hit ciia he thong ciia

hang Wal-Mart ciing vay Rat kho t i m dupe mat hang

1 Digital Jukebox

28

uioi thieu

nao ban dupe ty le ldn n h u vay Nhung cam giac cua toi rang san pham ky thuat so se khac, do do toi da chon con so l d n n h u the

Toi da sai, rat sai Cau tra Idi la 98%

Vann-Adibe noi: "That ngac nhien, phai khong? Tat

ca m o i ngudi deu doan sai" Chinh ong ta cung phai kinh ngac: cong ty ciia ong luon muon nap them nhieu bai hat vao hop am nhac, vdi so so luong ldn hon bat

cut ciia hang ldn nhat nao va bao gom ca cac san pham ngach va van hoa ngach, v i luon co khach hang mua

cac bai hat do Cang them nhieu bai m d i t h i so luong ban ra cang nhieu Nhu cau doi vol am nhac ngoai san

pham hit dudng n h u khong co gidi han Diing la cac

bai hat khong duoc ban vol so luong ldn nhung gan

n h u tat ca deu ban duoc vol so luong nhat dinh Bdl

v i chiing chi la nhirng tep d i i lieu trong co sd d i i lieu nen gan n h u khong mat chi p h i l u u kho va phan phoi

Do do, cac bai hat c i i hen tuc duoc them vao

Dieu Vann da k h a m pha ra chinh la: tong thi trudng ngach cd doanh thu ldn va khong co gidi han Ong goi

do la "Quy luat 98%" Sau do ong noi vdi toi: "Trong the gidi v d i chi p h i dong goi gan n h u bang khong va khach hang duoc tiep can nhanh chong cac san pham theo m o t dinh dang nhat dinh, hp se luon m u o n t i m kiem m o i t h i i Toi tin rang dieu nay doi hoi mpt su thay doi co ban tuf cac nha san xuat - t o i chi khong biet nhirng thay doi do la gi!"

Toi se tra Idi cau hoi do Toi nhan thay rang con so

29

CAI DUOI DAl

thong ke gay soc ciia Vann ham chiia mot su that thuyet phuc ve mot trudng phai kinh te hoc m d i trong nganh giai t r i ciia thdi dai ky thuat so Vol nguon cung khong han che, quan mem ciia chiing ta ve vai tro ciia san

pham hit va san pham ngach deu sai SU khan hiem budc phai u u tien cac san pham hit - do chi co so lupng

nhat dinh 6 tren gia de hang hoa va thdi lupng tren

song phat thanh, nen can phai chiia nhirng san pham hit Neu do la tat ca nhirng gi dupe ban t h i cung la tat

ca nhirng gi khach hang co the mua

Nhung dieu gi se xay ra vdi khoang trong vo han?

Co the hit la each nhin nhan sai ve kinh doanh Co nhieu san pham khong phai hit khac ton tai song song

Dieu gi xay ra neu cac san pham do tao ra mpt thi trudng ldn tuong duong, neu khong noi la ldn hon, thi

trudng hit? Cau tra ldl that ro rang: no se lam thay doi

co ban mpt so t h i trudng ldn nhat tren the gidi

Do do, t o i bat dau d u an nghien cuu va cd co hpi tiep can tat ca nhung ngudi d i dau trong nganh giai

t r i ky thuat so, nr Amazon den iTunes 0" m o i noi toi

tdi, cau chuyen deu giong nhau: cac san pham hit van

co vai tro ldn, nhung cac san pham ngach dang noi

len t r d thanh t h i trudng ngay cang quan trpng Quy luat 98% hoa ra gan n h u cd tinh pho' quat Cong ty Apple cho biet tat ca cac bai hat trong mpt trieu bai luu t r i i tren iTunes tai thdi diem do dupe ban i t nhat mpt lan trong quy Netflix cho biet 95% trong tong so

25 nghin dia DVD (gid la 90 nghin) dupe thue it nhat mpt lan trong quy Amazon khong dua ra con so cu

30

Gioi thi?u

the nhung theo mpt cong trinh nghien cuu doc lap ve san lupng ban sach cua cong ty nay t h i 98% trong 100 nghin dau sach dupe ban it nhat mot lan trong quy Dieu nay ciing diing v d i nhieu cong ty khac

Moi cong ty deu co an tupng ve nhu cau doi vdi cac mat hang trudc day b i coi la p h i kinh te, t i i dia DVD

p h i m truyen hinh nhieu tap ciia A n h dang pho' bien mpt each dang ngac nhien tren Netflix, den nhirng dia nhac a i dupe ban rpng rai tren iTunes Lan dau tien toi nhan ra rang: t o i dang chung kien hinh dang thuc

t h u ciia dudng cong n h u cau trong nen van hda ciia chiing ta k h i no khong b i lpc bdi t u duy kinh te hoc khan hiem

Hinh dang ay diing la rat, rat la Neu nghi rang bat

a i thuf gi dupe dua ra t h i trudng deu cd khach hang

t h i diing la la Ly do la v i chiing ta khong nghi viec ban dupe mpt dPn v i trong mpt quy la dang ke Chiing

ta thudng nghi rang ban le la phai ban duoc nhieu Ban

se khong quan tam den viec t h i thoang m d i ban dude

m p t san pham, v i mpt ciia hang ban le dia CD truyen thong sii dung gia de dia 0,5 inch/dia cd the ban dupe

1 nghin dTa/quy Do la gia t r i ciia khoang khong - tien thue, tra nhan vien, chi p h i khac can phai t h u lai t i i

m p t so lupng cac san pham hang thang Noi each khac,

viec bay ban cac san pham ngach la lang phi

Tuy nhien, k h i khoang trong khong mat tien, dpt nhien ban cd cd h p i ban nhirng san pham trudc kia it kha nang cd khach hang, va chiing bat dau co gia t r i

31

CAl DUOI DAl

Day chinh la b i quyet dan den thanh cong cua cac cong

ty Amazon, Netflix va cac cong ty khac Tat ca deu nhan ra rang k h i hieu qua kinh te truyen thong mat

di t h i hieu qua kinh te tren mang phat huy tac dung

Nhurig san pham ngach chi ban dupe vol so lupng nho, nhung co rat nhieu san pham ngach dupe ban,

nen tao thanh mpt nganh kinh doanh lorn

Trong niia dau nam 2004, t o i bat dau nghien ciiu nay qua mpt so bai phat bieu va phat trien y tudng sau m o i lan noi chuyen Ban dau, bai noi co nhan de

"Quy luat 98%" Sau do la "Luat choi M61 trong Nen Kinh te Giai t r i Moi"

Tuy nhien, liic do toi da co du" lieu tho nhd Rhapsody, mpt trong nhirng cong ty am nhac true tuyen Ho da cung cap cho toi die lieu ve lupng sii dung ciia khach hang trong mpt thang, va k h i toi dung thanh do thi, toi nhan thay rang dudng cong nay khong gidng n h u nhirng gi toi da thay trudc day

Ban dau, dudng cong do giong n h u bat ky dudng cong nhu cau nao khac, duoc xep t i i ldn d£n nho Mpt

so san pham hit dupe tai vdi so lupng l d n d phan dau

ciia do thi, sau do no doc xuong nhanh vdi nhung bai hat kem nd'i tieng hon Nhung dieu thii v i la no khong bao gid cham so 0 Toi kiem tra bai hat thu" 100 nghin

va nhan dupe so lan tai xuong hang thang van d con

so hang nghin Dudng cong tiep rue, 200 nghin, 300 nghin, 400 nghin bai - khong ciia hang nao ban dia truyen thong nao cd the chiia nhieu bai hat den the

32

Gioi thieu Van co n h u cau Tai diem cuoi cua dudng cong, cac bai hat dupe tai chi 4 den 5 lan/thang, nhung van khong cham so 0

Trong thong ke hoc, nhung duong cong nhu the dupe

gpi la "Dudng phan phoi dai duoi", bdi v i phan duoi

ciia no rat dai so vdi phan dau Do do, tat ca nhirng gi

toi l a m la tap trung nghien cuu Cai duoi, chpn ten chinh xac, va thuat ngti "Cai duoi dat' da ra ddi No

bat dau tai trang 20 trong bai trinh bay "Nhirng quy luat m d i " ciia toi Toi cho rang chinh Reed Hastings,

CEO ciia Netflix da thuyet phuc t o i cat bd phan dau ciia bai t r i n h bay Vao mua he nam 2004, "Cai duoi ddf' khong chi la ten bai di§n van ciia toi; t o i da viet

g i n xong bai bao ciia m i n h cd ciing ten cho tap chi

Wired ciia toi

Khi bai bao "Cai duoi ddf dupe dang tren tap chi Wired vao thang 11 nam 2004, no nhanh chong t r d

thanh bai bao dupe trich dan nhieu nhat tU trudc den nay tren tap chi nay Ba luan diem chinh ciia no - (1)

Cai duoi cac san pham dai hon rat nhieu so vol nhirng

gi chiing ta thay; (2) No cd hi?u qua kinh te; (3) Tat ca

thi trudng ngach, k h i k i t hpp lai v d i nhau, cd the tao

thanh t h i trudng khong lo - dudng n h u khong ai cd the nghi ngd, dac biet k h i dupe chiing minh bdi nhirng dtf lieu chua bao gid dupe cong bo

33

CAI DUOI DAI

D U O I D A I 6 KHAP N O I

Mot trong nhung dieu dang khich le nhat trong so

hang loat phan hoi doi vdi bai bao cua toi la so lupng phan h o i ciia cac nganh cong nghiep Bai bao bat nguon rU mot phan rich ve mpt trudng phai kinh t§ hoc mdi trong nganh giai t r i va truyen thong, va toi chi md rdng doi chiit k h i de cap qua cac nganh khac nhu eBay (hang hoa cu) va Google (danh cho cac nha quang cao

nho) n h u nhung nganh kinh doanh Cai duoi dai Tuy nhien, ngudi doc nhan thay Cai duoi dai d khap mpi

noi, tu" chinh t r i den quang ba cong chiing, tU am nhac den the thao trong trudng hoc

Dieu moi ngudi nhan thufc ra la nhirng hieu qua mdi

ve phan phoi, san xuat va quang ba dang lam thay doi khai niem ve thuong mai ndi chung Cach tot nhat

de mieu ta cac luc lupng nay la chiing dang bien nhirng khach hang, san pham va t h i trudng p h i lpi nhuan trudc day thanh nhung linh vuc mang lai lpi nhuan Mac du hien tupng nay bieu hien ro nhat trong nganh giai t r i va truyen thong nhung no cung cd bieu hien tuong t u tai cac cong ty n h u eBay, hay rpng hpn la nganh oto va thu cong

Nhin rpng ra, cau chuyen Cai duoi dai thuc su la ve

kinh te hpc d u thUa - dieu gi se xay ra k h i kho khan giUa cung va cau dan bien mat va m p i thU t r d nen de tiep can vdi tat ca m p i ngudi

34

Gioi thieu Mpi ngudi thudng yeu cau t o i chi ra mpt san pham

khong thuoc pham t n i kinh te hpc Cai duoi dai Cau

tra Idi thong thudng ciia t o i la: san pham do phai khong the phan loai dUOc, khi su da dang khong nhung khong phai la dac diem ciia no ma la dieu m o i ngudi khong mong muon V i du, hot m i , t o i nhd la no dUdc ban trong sieu t h i vdi nhan hieu chU to "Bot mi" Sau

do t o i tinh cd d i qua cUa hang thuc pham Whole Food

va nhan ra la t o i da sai CUa hang do cd hon hai m u o i loai bpt m i , tU bpt tho den bot pha t r p n vdi cac thanh

phan huu CP khac That ngac nhien la ciing cd mpt Cai duoi dai ve bpt m i

SU giau cd dang tang len cho phep chung ta chuyen

tU nhirng khach hang luon mac ca k h i mua nhirng hang hoa cd thUPng hieu (hay tham chi khong co thuong hieu), thanh nhiing ngudi sanh soi vdi nhung sd thich trong ca nghin su dam me de phan biet chiing ta vdi nhirng ngudi khac Chung ta dang tao ra nhirng hanh

vi khach hang mdi, dupe mieu ta bang nhiing thuat ngU n h u "Tinh dpc dao danh cho so dong", "Chuong

t r i n h truyen h i n h dac biet danh cho so it khan gia",

"He thong san xuat dupe t r p giup bdi may tinh nham dap Ung n h u cau ciia nhieu loai khach hang"1 Chiing

deu hudng den mpt diem chung: co nhieu Cai duoi dai

hon

1 Nguyen van tieng Anh lan ltfqft la "Massclusivity",

"Silvercasting", "Mass Customization"

35

CAl BUOI DAl GIOI THIEU K I N H TE HOC C U A THE K Y 2 1

Cuon sach nay cung la mot cong trinh nghien c\iu

kinh te, vol su giup dd va tham gia ciia cac sinh vien

va giao su cua trudng cac dai hoc Stanford, MIT va Truong Kinh doanh Harvard Do cung la thanh qua tut hon mot tram bai phat bieu, phien tranh luan va lam viec vdi cac cong ty va tap doan cong nghiep cd quan

diem rang Cai duoi dai dang thay dd'i the gidi No cung

nhan duoc su hop tac cua hang chuc cong ty va nha dieu hanh cung cap nhieu t u lieu noi bo, dua ra quan diem chua tUng cd ve su nd'i len cua kinh te hoc v i mo trong ky nguyen tren mang

Dieu dang mung la kinh te hoc cua the ky 21 da cho thay bong dang trong cac dU lieu ciia Google, Amazon, Netflix va iTunes Trong d u lieu ldn ve thoi quen ciia ngudi tieu diing dan he 16 hanh v i ciia khach hang khi

ho duoc lua chpn khong han che, mpt van de khong dupe quan tarn cho den gan day, nhung dang trd thanh mau chot de hieu ve he thong kinh te duong dai Dieu dang ngac nhien la rat it nha k i n h te nghien cUu nhung dU lieu nay, chii yeu v i hp khong dat van

de (hau het cac nha nghien cUu ma t o i lam viec ciing

la d trong cac trudng lcinh doanh, chi cd vai ngudi la nha kinh te) Cd vai ngoai le la nha k i n h te Hal Varian ciia Dai hpc California lam viec ban thdi gian tai Google

va mdt so nha k i n h te theo ly thuyet dau gia lam viec tai eBay - nhung hp chi la thieu so Mpt so dU Ueu trong cuon sach nay chua tung dupe biet den

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Gioi thieu

La ngudi ngoai dao, t o i da can den nhieu stf tro" giup

tU cac chuyen gia trong m o i linh vuc V i du, toi da dua

ra nhieu cau hoi ve khai niem va each goi tai blog thelongtail.com ciia toi Thong thudng, qua ttinh nay dien ra n h u sau: t o i dua y tudng ban dau giai thich Quy luat 80/20 dang thay doi n h u the nao len mang, sau do hang chuc ngudi doc thong thai se dua ra binh luan, gin' email hay dua len blog rieng ciia hQ each phat trien y tudng do Cach sii dung so dong trong t u duy nay da t h u hiit dupe trung binh 5 nghin ngudi doc m o i ngay

Trong phan mem, ngudi viet gui ban so bp (ban ta) cho nhirng ngudi m u o n s i i dung nhat De doi lay vi?c dupe tiep can sdm vdi phan mem, ngudi sii dung phai t h i i nghiem chuong t r i n h tren may ciia hp, t i m

be-ra l o i ma ngudi viet chuong ttinh mac phai Viec kiem tra ban be-ta rat quan trpng trong viec tao ra nhung phan mem cd tinh Ung dung cao Hy vpng ciia toi ciing

cd the lam giong the - t h i i nghiem nhieu y tudng trong cong chiing - de cuon sach tot hon, hay it nhat ciing chinh xac hon

Toi se chi ra day su khac biet giUa nhiing y tudng

t h u nghiem be-ta trong cong chiing va viec viet mpt cuon sach thuc sU Mac du nhieu ngUdl n6 luc viet sach

- dua m p t so chUdng len mang va doi k h i dua bai viet

de mong nhan dupe gop y tap the - toi da chpn sii dung blog n h u m p t t i p nhat k y cong khai trong qua trinh nghien cUu Qua ttinh viet sach va hau het noi dung

phan tiep theo - t o i thuc hien ngoai mang (offline)

37

CAI DUOI DAl

Cuoi cung la van de ban quyen Mac du t o i nghi ra

thuat ngii "Cdi duoi ddf nhung t o i khong the doi hoi

bat cU quyen l o i gi trong sang tao ra khai niem nay Viec van dung cac nguyen ly kinh te mot each co h i f u qua t r o n g nganh ban le t r e n mang da duoc Jeff Benzos ciia Amazon tien hanh vao khoang nam 1994 Hau het nhirng gi t o i duoc biet la qua nhUng buoi noi chuyen vdi ong va cac doi tac ciia ong tai Netflix va Rhapsody, cung vdi nhirng ngudi khac trong nghe rU nhieu nam nay

Nhung nha kinh doanh do la nhung ngudi sang tao thuc s u Dieu ma t o i co gang lam la tong hop y kien ciia ho de xay dung mot khung khai niem Tat nhien,

do chinh la kinh te hoc: t i m nhiing khung khai niem

p h u hop, de hieu de md ta hien tuong trong the gidi thuc Xay dung khung khai niem la m o t budc tien, nhung dieu do chi co the thuc hien tU nhirng sang tao thuc su ciia tat ca nhirng ngudi phat hien va hanh dpng

ve hi?n tuong nay ngay tU dau

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