Scribd case study

: commercial viability of the e-book subscription business model

Abstract

Modeled after media subscription giants Netflix and Spotify, Scribd is a subscription e-book service based in San Francisco, United States. Despite the highly evaluated potential of the business model, Scribd came across significant problems due to a combination of a pay-per-read payout model and all-you-can-read pricing model; these issues led to a few unpopular decisions such as reducing content selection and eventually changing the subscription terms. In presence of a powerful and prosperous competitor such as Amazon that has a direct analogue to Scribd, Amazon Kindle Unlimited, Scribd has to choose growth strategies that will allow it to add value to the product for current and potential customers. The two possible strategies discussed in this case study are an international expansion to Germany and a domestic market expansion through the premium segment. The case study provides relevant data to assess each strategy and gives background information about the company and the industry in order for students to analyze the case and decide on the most attractive strategy to follow.

Date of Award	19 Jul 2016
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Paulo Gonçalves Marcos (Supervisor)