NEW MEDIA

LIFE CYCLE ANALYSIS

Scribd.com
March 20, 2009

BRIEF UNIQUE APPROACH

“Today, Scribd is the place where you publish, discover and
discuss original writings and documents. More than 50
million people each month are finding or sharing fun,
functional or fantastical writings and documents on
Scribd.com and tens of thousands of other websites that
have embedded Scribd's document reader.”
Source: Scribd.com
URL
www.scribd.com
“With Scribd's iPaper document reader, anyone can easily
upload and immediately share their original works on
Scribd.com or any other website. iPaper transforms PDF,
Word, PowerPoint and many other file formats into an
elegant web display. Your work can be shared with Scribd's
community of passionate readers, and because every word
of your document is indexed for search engine optimization,
your screenplay, novel or even sheet music and recipes also
can be discovered by the world.”
Source: Scribd.com

VALUABLE CONTENT SAMPLES

Barack Obama
New York Times
DataMonitor
UCLA

 Scribd.com New Media Life Cycle Chart
7000000

5250000
Unique Visitors

3500000
EXPERIMENT

MONETIZE
GESTATE

ESCALATE
ADOPT
1750000

0
Nov 25, 2007 Apr 1, 2007 Jul 1, 2007 Oct 1, 2007 Jan 1, 2008 Apr 1, 2008 Jul 1, 2008 Oct 1, 2008 Jan 1, 2009

Date Milestone
SCRIBD ENTERS Nov 25, 2007 Beta

MONETIZATION PHASE Feb 12, 2007

Jul 22, 2007
Public Launch
iPhone Access
Jul 31, 2007 International User Influx
Earlier this year, shortly after the exposure Scribd received as a Aug 19, 2007 Groups Launched
result of the US election traffic, Scribd.com entered the Oct 25, 2007 Thumbnails Search
Monetization phase of their life cycle. Oct 26, 2007 Groups re-Launched
Feb 19, 2008 iPaper Launches
Recent news articles and promoted features point to publishing Feb 28, 2007 DNC Uses iPaper
relationships as a potential revenue stream for the online Apr 5, 2008 iPhone App Released
aggregator of ‘printed’ content. Apr 15, 2009 Integration with Apture
Apr 19, 2008 Microsoft Office Support 2008
For content creators, Scribd offers you a unique and exciting Apr 21, 2008 Batch Uploading
opportunity to create and distribute content through their May 6, 2008 Television News Story
content aggregation as well as on your web properties. May 21, 2008 Wall Street Journal
Jun 3, 2008 World Economic Forum
Some of Scribd categories for content distribution include: Jul 28, 2008 Obama on Scribd

presentations, business, academic, e-books, manuals, research Aug 29, 2008 Redesign Launched
Sep 29, 2008 Presidential Debate Transcripts
and even resumes and CVs.
Nov 12, 2008 Topics Feature
Dec 4, 2008 Wordpress Integration
Jan 20, 2009 Inaugural Address on Scribd
Feb 14, 2009 Data Source: Compete.com
Book Previews

 Scribd.com Diversified Portfolio Allocation

Percentage of Online
15%
25%
Marketing Budget
15% & Resources
Experimentation
10% Gestation
Adoption
5% Escalation
30% Monetization / Consolidattion
Maintain

IF YOU’RE NOT ON
SCRIBD, YOU SHOULD BE
As Scribd.com moves into the monetization phase, you should Contact Tippingpoint Labs
start ramping up your activity on the distribution channel. If you Want to learn how to apply our research to
manufacture products you should be housing spec sheets and your online marketing activities? Contact us.
instruction manuals here. If you sell services, you should be
publishing e-books and brochures (your sales collateral) on Tippingpoint Labs
Scribd.com. 83 Chapel Street
Newton, MA 02458
If you conduct research, you should be posting your findings on
Scribd or if you’ve recently garnered some great press you may 617.332.8261
want to post it on Scribd as well. info@tippingpointlabs.com

As Scribd grows, you’ll find more people using iPaper as a great

way to distribute content far and wide, and most importantly it’s all
stored in one place.