Innovation – Type 10 – Customer experience innovation [Case: Bigbasket]

Bigbasket
Bigbasket

The tenth and final type of innovation is around customer experience, which is all about creating a superior experience to customer’s entry to exit. In India many players attempted to do online grocery store for quite some-time now. It is extremely challenging business in Indian context (logistics, poor roads, unpredictable traffic, varying climate conditions etc…), which Bigbasket is able break by creating very good customer experience around it. I have personally tried and tested this many times, it works all the time with great experience.

Simple and effective User interface

The first thing that impressed me about Bigbasket is their simple and effective user interface. It was very easy to search/navigate for individual grocery items and create an order in a hassle free manner. Every item contains optimal information (neither too less nor too much) with put me into ease. Also when individuals go back for re-ordering, it keeps previous list handy for modification, which saves time for second time. This works very well for monthly grocery ordering.

Prompt alerts

While building an easy to use user interface might look relatively easy, integrating with backend supply chain to meet the promise is super critical. Especially in India, where the probability of providing prompt service is less (due to inherent challenges like infrastructure) providing prompt alerts to customers about the order status creates a lot of trust. In case of Bigbasket I get regular alerts (both in form of email and SMS) about my order status. Just before the final delivery of goods, authentication PIN is provided via SMS, so that both delivery person and customer can be assured about delivery.

Service delivery guarantee

Bigbasket
Bigbasket

After placing order, customers get to choose the time-slot in which they wanted the goods to be delivered. This super critical item (similar to Flipkart’s cash on delivery service) which helps office goers to get goods delivered at a convenient time. Their interface also shows the current booking status and slot availability in order to help customers choose the proper delivery time. From execution point of view, I have always seen they deliver goods on the time promised.

Return policy and wallet

During delivery, in case of item mismatch (ex: quantity) or damage (ex: broken seal), Bigbasket delivery folks take it back without any questions. Upon entering these items in backend (using Mobile application) customers again get immediate notification about when the updated item will be delivered. In case of item return, the money is kept back in a digital wallet which can be adjusted for next purchase.

In summary right from order placing to goods return, Bigbasket has done massive integration and prompt execution of their service. This gives a great end-to-end experience for customers in terms of quality, on-time delivery and reliability.

Data structure assignments and torture

Data structure & algorithms form backbone of programming. It is expected that any computer science graduate to have very good experience in using various data structures like linked lists, queues, stacks, trees, hash tables etc. During my REC Warangal days, passing thru the Data structure course was a real torture. The professor will ensure we slog thru our bones by having a very strict evaluation mechanism to evaluate every other assignment. Let me explain this in detail.

To start with, every week a new assignment topic will be given. We will create a basic design and start coding them, while theoretical part was still thought in the classroom. By the end of the week (Sunday 5 PM) we were supposed to copy the corresponding C file into a particular directory with a particular format. If it is done even at 5:01, it will not be allowed as an automated script would block write access to directory. Followed by this, every C program will be turn thru a Shell script, which will find 20% of total lines randomly and delete from the program by placing some special character (ex: /* $ */) as a placeholder. There is also a mandate that all assignments should not have any comments, thereby preventing students escaping by filling up comment lines instead of actual C program statements.

The story is not over yet! During lab session (in the next week), one hour of time will be provided where each one of us needs to fill-up deleted 20% lines followed by successful compilation and execution of the program. Here also timings are very strict. Just after one hour a script will automatically logout each of us from the computer. In the final phase of evaluation each of us should show the truncated program (from previous phase, whatever state it may be) and explain/answer some difficult questions related to data structure, asked by the professor. At any point of time the professor gets doubt (of copying assignment) whole assignment score will be nullified.

At the age of 18, it was too much of a pressure to handle. Completing program on time, copying to specified directory before Sunday 5 PM, Missing a meal/dinner, Skipping sleep, trying to fill-up missing lines within a hour and answering questions was a too long a process. In order to make it effective, the professor distributed marks across all these phases, thereby one cannot escape so easily without working hard. At the end of evaluation, I used to get a huge sigh of relief and sleep like a baby for hours together. Each one of us used to curse the professor for torturing us so much!

Today when I look back, I get a totally different perspective. If not for that strong evaluation mechanism, each one of us could have become lazy and never learned the art of programming. We could have mugged up some programs and passed exams. In my another post about going technical hands-on, I mentioned about debugging some of my old Kernel programs within a week, even though I was out of touch from programming for years together now. Definitely, the DNA which got injected in form of data structure programming is still there in my blood, which is helping me to pick-up programming with ease.

I also tried out a Shell script (of deleting 20% random lines from a C program), will upload it soon.

Audiobooks – New mode of learning

I have been a regular reader of books over years now. Every year I used to read 12 books (one book a month) until 2012. Last year it was very challenging to keep up with work expectations, family priorities, travel and fitness related activities. Definitely I was missing books not sure where and how I will make time for it.

I stumbled upon audio-books in a book-store, thought of giving it a shot. Thanks to Bangalore traffic I at-least end up spending anywhere between 1 to 1.5 hours in traffic, where listening to FM radio or audio CD becomes boring after some time. I have interleaved it with Audiobooks, which has opened up new mode of learning. Following are the pros and cons of Audio-books.

Pros:

  • Excellent way to catch-up with book reading in a busy schedule added with traffic jams. After getting into the habit of listening, longer traffic jams have become an opportunity for me to listen to few chapters from audio-book.
  • Compared to physical book reading, audio books are faster. Based on my experience, I was able to complete one book in a week (with 7-8 hours of drive time). This definitely provides a ‘feel-good’ factor!
  • Easy to carry, share and store. Obviously they occupy less space inside and outside house, I am able to create a small sharing circle in office where we keep exchanging audio-books.

Cons:

  • Audio book listening experience cannot equate book reading experience. Especially during driving, I was not able to give 100% concentration on what is being told from the audio system. This also sometimes gives a ‘incomplete’ feeling
  • Relatively I found good audio books are costly than printed edition. At least in India, average book audio costs about 500 INR, which is quite high, compared to print edition. Of course it varies from book to book
  • Continuously listening to audio books creates a ‘boring’ feeling especially during long drives. It is good to interleave audio books with good music and radio. I found a decent combination of these three worked well for me.

Resources:

Technically, hands-on

Often ‘Technically, hands-on’ becomes a critical skill to have no matter the type of role/responsibility an individual is handling in an organization. Bitten by the same bug I thought of making my hands ‘dirty’ by working on some of the older Linux programs I have created. Long time back Yahoo used to offer their Geocities services, where individuals can create their personal websites. There were no automated wizard those days, where I ended up creating HTML pages on my own and uploaded into particular location (provide by Yahoo) by keeping all my older projects in ‘cloud’. Eventually Geocities services was discontinued by Yahoo, luckily a replica maintained by *.ws domain. I was able to retrieve all my old projects and corresponding data from this updated domain. Here is the URL, where I learned my first baby steps about personal website development and writing: http://geocities.ws/b_jayakumar2002

Cut to Linux! I have downloaded two of my older projects which perform the following functionality:

Both programs were written in older version of Kernel (2.4.2) whereas current mainline is running with 3.11. In the mean time the Glibc (GNU C library) also gone thru significant changes, some of the older routines and data types may not work as expected. Since I have been out of programming for years together, I had some initial difficulty to get these programs working. However I was taken by surprise the way open source help system has evolved over years. Let me state my key observations as follows:

  • Thanks to Virtualization, I was able to get a development machine up and running in a matter of 30 minutes using VMware. After trying out multiple distributions (Suse 11, Open Suse 12.3 and Ubuntu 12.04) I decided to go with Open Suse 12.3 as it offered all pre-built libraries. No doubt, Ubuntu offers excellent user interface, suites more to a desktop users than programmers
  • Compiling kernel and booting up new image has become much simple. There are very less manual steps to be followed as some of them (ex: making entry into grub) is created automatically. I still remember how much challenging it was to get kernel 2.4.2 image with lilo loader up and running!
  • There are tons of Linux related documentation, help sites and real-time experience sharing happening which makes getting help much easier. Especially Stackoverflow (http://stackoverflow.com/), TLDP (http://www.tldp.org/) and Linux-cross reference (http://lxr.free-electrons.com/) seem to provide anything ranging from syntax to data structure tracing inside Kernel
  • For any theoretical reference, Slideshare (http://slideshare.net) is having excellent presentations, where I was able to quickly refer back in case any theoretical questions
  • Linux Kernel debugging ecosystem also matured as lot. There are a bunch of diagnostics tools available (I only used strace, printk though), which makes Kernel debugging much easier. Need to explore more on both user and kernel space Linux debugging tools

It was fun to catch-up with programming after a long time. Will share more ,as I explore more into the world of Linux, Kernel and Open source!

Book retailing: Traditional v/s online

Recently I had a casual conversation with owner of a large scale book store. His is a family owned business, been in book retailing for decades with great passion for reading. Upon further discussions he mentioned about his book retailing business heading south (for months together) due to the emergence of e-commerce portals like Flipkart. It is quite obvious that e-commerce portals enjoy benefits of on-demand inventory, lesser operational costs (ex: rental) and direct supplier relationships helps to offer a better price. Added to that, most of Indian e-commerce portals are backed by heavy funds from venture capitalists, which help them to provide un-realistic discounts on books with additional benefits like free shipping, cash-on-delivery etc. Over a period of time, these e-commerce portals build valuation for the company based on number of transactions and incrementally grow by bringing more products (apparels, electronics, toys etc…) thereby becoming online mega store. On the other hand, traditional book retailers are struggling to keep up their operations with increasing rental/labor costs, overhead of inventory and limitation of not able to offer higher discount as it will affect their bottom line.

As a matter of fact this problem is not new. In countries like US e-commerce portals (likes of Amazon) took away significant market share from traditional book stores but some of them re-invented themselves and survived this challenge. I was wondering what Indian book stores (considering Indian context) can do to compete fiercely online bookstores. Here are some of my ideas which can be considered:

  • Similar to book stores of the west (ex: Barns and Noble) traditional book stores should re-shape themselves as modern libraries by creating a compelling reading experience around it. Readers should be compelled to walk in, take a look of their choice and spend hours in the shop by going thru their favorites. By adding additional factors (like coffee shop, comfortable table & chairs for reading, offering sample chapters for free etc…) these book shops can attract regular visitors who will potentially end up buying these books
  • There are some specific types of books (ex: Children books) come in various shape, size and weight, which is still not comfortable to buy online. As a parent I spent lot of time considering these aspects before buying book for my daughter by physically visiting the shop. Such type of books still has a lot of ‘touch-and-feel’ factor associated with it. Traditional retailers should think of some special promotions and tie-ups to push these books thru young parents and readers
  • Among adult readers (both fiction and non-fiction) there is a strong possibility to build a community based on common interest. Such communities combined with social media can be made as early adapters of new releases and share their viewpoints in terms of face-to-face get together, sharing book reviews, meeting authors directly and exchanging book related practical experiences. Such community should be provided with special discounts and covered under loyalty programs, thereby attacking clusters
  • Even now many of the traditional shop owners are expecting customers to physically walk into the shop and order for books. This should be changed by adapting home delivery based on phone order, building a micro-site for the bookstore where alternative channels of reaching out to the customer. Such new channels should be backed with excellent customer service in terms of delivery time and quality to re-invent the whole business.

I am not sure if any of the traditional book store owners got necessary mindset to re-invent their business by adopting new ways to sell books in this digital era. Unless they adapt to this change and re-invent the way they do business, it is going to be extremely difficult to survive.

Aakash (Ubislate 7Ci) review


Aakash - Ubislate 7Ci - Review

I purchased Aakash few months back, thought of writing review on multiple aspects. To give a background, Aakash is an ultra low-cost tablet innovated and manufactured by DataWind. This organization also partnered with Government of India for distributing Aakash with subsidized option for school students, which is expected to transform education. My main requirement was to have an ultra-low cost tablet for my four year old daughter, mainly for viewing videos from YouTube. I was not bothered about anything else, so the requirement was very simple and straightforward.

Purchase experience

Pros – Made an online purchase from Datawind’s website (http://www.ubislate.com/) by placing order for Ubislate 7Bi model which comes with resistive touch screen with 3000 INR. Since they operate with razor thin margin, there is no credit card option. Only debit cards are accepted for free shipping. If you are paying by cash (on delivery), additional purchase charge is added. Overall purchase flow was smooth similar to popular ecommerce websites.

Cons – Please don’t go by the service level guarantee they claim in website (ex: 48 hour shipping). I got a call-back after about two weeks of placing the order regarding confirmation. The call center executive by default started talking in Punjabi + Hindi mixture as they are based out of Amristar. Surprisingly executive mentioned Ubislate 7Bi is out of production, but they will ship me an upgraded version (Ubislate 7Ci with capacitive touch screen) with no additional cost. I happily opted for it; shipment reached me a week later. Totally it took three weeks of shipment time. Some of my friends also mentioned about delayed shipments. So if you are looking for faster shipping with immediate use in mind think twice before opting for Ubislate.

User experience:

Overall build quality and packaging looks good, especially considering ultra low-cost option.     Ubislate 7Ci comes with 7″ touch screen, Wi-Fi interface, 512 MB RAM with Android ICS (v4.0.3), which matches my requirement of YouTube viewing using home wireless Internet.  Typical device sign-up is done with Google ID worked seamlessly. I was able to immediately install many applications from Google Store, without any major problem. The out-of the-box experience was really good.

However after using the device for some time, I observed applications took long time to load, even basic browsing became a pain. On a frequent basis, I need to use their “killapp” option to clean up unwanted processes to free up some memory. By default all applications gets installed into device internal memory, by moving some of them into external SD card (comes with 2 GB storage) made my device reasonably faster.  Battery backup also very poor, device hardly works for 2-3 hours at a stretch. Many occasions I found booting screen doesn’t show up after charging the device and I ended up doing “plug-and-pray”. This also makes me wonder if the device would ultimately stop functioning some day or the other!

Transforming education?

Aakash was projected as the tablet for transforming education in India by using ultra low-cost plus internet connection as a “one-stop” solution. I have serious concerns on how it can really help school students. Given the not-so-favorable user experience (mainly power backup & speed) adding, slower internet connection (especially in rural areas) would make the experience even worse. By the time I write this post, there are enough and more articles in the web about how this device is already failing big time in mass market adoption. Even though there is a definite market opportunity, once again bad execution failed to capitalize the opportunity. It will be another version of Simputer story.

Bottom line – Don’t buy this device, I am repenting for buying it. My daughter is not using it at all, continue to use home computer or smart phones for watching YouTube!

What killed the Linux desktop?

Recently there was an article titled ‘What killed the Linux desktop?’ by Miguel de lcaza. Miguel is one of the popular free software programmers, played key role in creating popular desktop environments like GNOME. In his article Miguel clearly states some of the key reasons why Linux has not become a successful desktop operating system.

Based on his article, I would like to add some of my viewpoints as follows:

Loose coupling of Kernel and GNU: One of the key contributors for poor user experience with Linux based desktop is loose coupling between Kernel and GNU software. Kernel, which is an engineering marvel by itself (thanks to strict governance model), never had any commercial intent in mind at least when it started. When various GNU software got bundled to create a desktop Linux distribution loose coupling started happening. If a novice user faces any issues, he will not be able to figure it out why and what exactly going wrong. Version incompatibilities, dependent library/binary issues, Unclear/ambiguous documentation, not so strong community support for a normal user has become bottleneck, which hampered faster adaptation. While engineers and technologists enjoy this distributed, democratic model of development and got ‘kick’ out of experimenting anything and everything, it is far away from providing good user experience for a normal user.

Reverse approach by OS-X: The article also talks about a total opposite approach taken by OS-X, which initially focused on user experience by targeting normal users. Today everybody understands how advanced OS-X based products are when it comes to user experience. Even though it was initially perceived as ‘closed’ system by developers and hackers, slowly the move happened when they started providing more programmer centric features as a part of OS-X. Even though I have not experimented any OS-X terminals, I am sure as a programmer I will be able to achieve almost the same thing what I would be able to do with Linux.

Fundamental philosophy: The bottom line of Linux desktop challenge leads to fundamental philosophy on which Linux or open source software is built. Since the major objective was to provide free (freedom) for users, it is still lead by programmer centric thinking than user experience centric. Because when somebody starts thinking about user experience, it invariably leads to commercial intent, which may not go well with free software philosophy.

Unless tightly integrated system is built (ex: Android) around Linux, it is still far from being popular desktop operating system.

Focus on the effort… as much as the result – Another perspective

This is the second part of my earlier blog “Focus on the effort… as much as the result” – http://jwritings.com/?p=562. In case you have not read that, I would suggest that you do before proceeding to read this.
While that blog presents a good picture of a project with high stakes, riveting rush by the team culminating in a nice photo finish (almost cinematic), there are some disturbing questions too. Why did it take until 2:00 pm on the release date to figure out that there was a long list pending? Shouldnt there have been appropriate checks and balances in place (especially since this was a release that multiple regions were looking forward to)? Shouldnt the stakeholders (folks who had made commitments to customers) been sounded off earlier that there could be a slip (in which case they could at least fore-warn the customers that there MIGHT be a delay)? What if the release had not happened even after all the effort?

Is this similar to our infamous Commonwealth Games experience where weeks before the games were scheduled to start the supervising committee found stinking toilets and unpainted stadiums and deplorable athlete village? Isnt it interesting that even a senior Indian official compared the whole Commonwealth Games fiasco to Indian weddings where things are chaotic right up till the last moment before miraculously falling in place in the nick of time? Has our Indian psyche trained us to see this whole episode as a “victory from the jaws of defeat” rather than a “last minute frenzy to barely manage to deliver after screwing up all along”. Even in this case, wasnt it passion and a heroic slog by the highly charged team that delivered the win rather than a methodical and systematic process?

Now if I have to weigh both sides and choose which of these two set of qualities – passionate and heroic sloggers vs methodical and process driven marchers, I would lay more emphasis on, I would much rather pick the former. Now I am not talking about these as mutually exclusive traits, but more as the dominant characteristics of the two sides.

Here is the reasons for my choice:

Software product development is inherently unpredictable. While you can do a reasonable job of approximations earlier during the development cycle, hard release dates pretty much “emerge” during the later stages of development. After about 12 years in product development, with 8 of those as a Product Manager, I have very rarely released a product exactly on the planned release date – and I have never felt bad about it. One of the best part of this job is the opportunity to say, “I dont mind if this product is launched a few days later, but I want the wow effect”. There are always last minute changes – enhancement that you want to add for the “wow” effect or a database query optimization that’s going to deliver faster customer response times – that you did not plan for when you wrote the specs 4 months back, but want it now!!!

This is especially true in case of start ups where priorities change fast, demands from a large customer can require you to rejig or do a course correction and you are constantly trying to do more with less resources and shorter time.

With best checks and balances and processes in place, you will still have your share of “2:00 pm on release day with a long pending list” days (the frequency pretty much depends on the pace of your business)…. and on those days, you’re seriously better off with a team that’s willing to go the extra mile than a team that’s dissecting what went wrong with the process or how many times the requirements changed.

NWritings

Making Virtualization work

The post about shortcomings of Linux touched upon some of the key aspects, which needs to be fixed in order to make Linux as successful consumer desktop operating system. However I badly wanted to get Linux up and running in my Windows desktop (without harming existing Windows 7 installation) for some key learning activities. One of my senior colleagues suggested me to take the Virtualization option (using Oracle’s Virtual box), where I can have Linux as the guest OS inside the Win 7 machine itself. After some initial glitches (details below), I got what I wanted – A safe Linux installation with wireless internet.

Installation of Open Suse 12.1 as a guest OS using Virtual Box was very smooth. All I need to do was to create a new virtual machine instance by inserting the live CD. That’s it! I was able to see Open Suse 12.1 working along with all related applications. However I was still not able to browse the Internet as the wireless device was not getting detected. The “lspci” command (which lists PCI devices available in the host) didn’t list the wireless 802.11 interface. Ouch! For a second I thought of being at ‘square-one’ with wireless driver problem, which I encountered during Ubuntu 10.03 installation. But this time around I thought of getting the Internet connectivity using the wired (802.3 Ethernet) interface before experimenting with wireless.

When I executed “ifconfig” command as a super user, eth0 interface displayed IP address from a different subnet (10.x.x.x, ref image1), whereas the Windows installation had 192.168.1.x subnet (ref image2).

 

Image1 - Guest OS Linux Network interface

 

 

Image2 – Native Windows Network interface

Assuming it was an issue, I immediately changed the eth0 IP into 192.168.1.x network. After this change, I was not even able to ping into the wireless DSL gateway (with IP of 192.168.1.1), let alone get the Internet connection working. I figured it out something basically wrong happening! After discussing with another colleague I understood few important (rather basic) things about Virtualization:

 

  • Virtual Box creates a virtual network driver (ref image3) in the Windows, which acts as a DHCP server for the guest OS installed. This applies both for wired and wireless connections.
Image3 - Virtual network interface

 

  • The guest OS virtual interface uses NAT (Network Address Translation) mechanism for transmitting and receiving packets using the native Windows operating system. This explained me how the Linux installation had 10.x.x.x address assigned for the wired interface by default.
  • Even though the “ifconfig” is listing only one wired interface (with NAT address) it will automatically take care of routing packets using both wired and wireless interfaces. All it required to do was only one thing — do nothing!

Finally I am able to get the safe Linux installation working with wireless Internet with ZERO configuration change. I have learnt quite a lot by running small experiments; rather that is the only way you learn about Linux.

The Long Tail of book publishing

My previous post about Long Tail, primarily highlighted the concept behind this new model, based on the book written by Chris Anderson. The concept of Long Tail can be applied to any industry/business. This is mainly because any traditional setup today can go ‘digital’, thanks to the Internet. As a book lover, I thought of coving Long Tail aspects of book publishing industry in this post. In the lines of music, the publishing industry is primarily driven by ‘best sellers’ thanks to their sheer volume. For a niche writer getting an individual’s book published is not all the early, as publishers need to make upfront investment in terms of editing, printing and distributing books using traditional retail model. Since they are unsure of the success, niche writers and their content remained in backdoors for years together. Thanks to the Long Tail, niche writers can gain significant opportunity to get their books published by creating a viable business around. Want to know how details? Read on.

To start with, content creation is happening in the Internet at an alarming phase. For example, anybody can start writing by creating blog sites at free of cost (ex: Blogger, WordPress).  Over the years, such free services evolved big time by offering user friendly interface, advanced editing options, SEO optimization methods and interfacing with social media (Facebook, Twitter etc). All of them can be setup in minutes by doing simple ‘drag-and-drop’ approach. Such democratization of tools has resulted in billions of people flocking into blogosphere, as the blog setup is a ‘non-event’ today. As long as an individual is passionate about writing, he can create wonderful contents in no time. I have personally gone thru this experience by initially setting up Blogspot, followed by Jwritings. Such individual writers (including me) have a set of readers who regularly follow, comment and share the content. There are more than 100 million blog sites around the world, which is really a huge number.

Now comes making a book out of such contents. Thanks to the digitization, there are many of ‘Print on Demand’ (POD) solution providers who can take these contents and create a book out of it using the digital printing, even if it is a single copy. This is way different from traditional offset printing industry, as the printer need to print minimum number of copies in order to ensure business viability. For example, if you want to print wedding cards any offset printer today will not print anything less than a minimum number (say 100). In case of digital printing there are no such minimum or maximum numbers exist as things happen ‘on demand’.  In India, I have come across Pothi and Cinnamonteal who offer such POD services. Apart from POD, they also offer conversion, editing and formatting services where the author can design the complete book, which is ready for sale.

The whole distribution and sales can be done online using multiple options. POD service provider themselves offer online shopping cart where the books can be listed. Other options include the author creating a listing in his own blog (by integrating payment gateway) or list it in some of the popular online stores. In case the author has contacts with a retailer, it can be pushed via traditional channels as well. The most important point is, everything happens with button click on the Internet. From the POD provider’s perspective, he can create a community of writers from the Internet, group them and create ‘less number of more books’ ecosystem, which is what Long Tail is all about. Since there is no physical infrastructure required, bunch of existing overheads (supply chain management, demand vs. supply issues, stock management, retailer commission etc…) are automatically removed thanks to the ‘Long Tail’ digital Internet.

There is another dimension for digital publishing, which comes in the form of ‘e-books’. By creating the digital form of books (say in form of PDF document) plus associating Digital Rights Management (DRM), these books can be pushed to any possible device (PC, Tablet, Mobile phone), thereby opening up a new market. Amazon Kindle is already leveraging this model, but when it comes to emerging markets like India challenges are way different which I called out in my post about Aakash ecosystem.  When I wrote the Long Tail book review, couple of my seniors referred to few other (related) examples:

  • Krishnanum Radhayum – A Malayalam movie which became popular thanks to its marketing and release in YouTube. How can we compare this with getting a chance to direct a feature film?
  • BookPrep – POD service offered by Hewlett-Packard (HP) where readers can print some of the old classics which are not currently in print. MagCloud is another example where Magazines can be created using POD.

What other examples one can think of when it comes to Long Tail? How this digital transformation will alter other traditional industries like retail?