Analysis of Audible, Inc and its Growth

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Audible Inc is a wholly owned subsidiary of It is the biggest producer and seller of digital audio books, periodicals and newspapers. It converts audiobooks and other audio programs into digital files which can be downloaded and played on computer, burn to CD or wireless mobile devices. The content is sold through subscription or individually on the Internet and automated downloads to mobile devices. In order to avoid the copyright complications it has licensed deals with content partners. It offers spoken versions of newspapers and magazines such as The New York Times, The Wall Street Journal and Forbes in addition to a range of books and some original content produced for The company has international presence in the UK, German and France. The digital format and online delivery permits immediate delivery and saves expense of paper, printing, stocking and shipping. Donald Katz launched Audible Inc. in 1995 in New Jersey. The company after coping with the financial issues for nearly ten years that impacted much of the tech world achieved its first profit in 2004. Katz saw the Internet and technology as convenient and inexpensive medium for distribution of audio books. It was an amalgam of technology with the ancient story telling in human voice and sometimes, as an added bonus, in the author’s voice. Reading had lost its place in human life as a favorite leisure activity as time became a most sought after resource. However, audio books could be consumed during travel, commutes, work outs and while doing other activities or chores. Once seen niche product for book fans or physically impaired audio books have become mainstream. In recent years sales have grown by double digits and this shift is the result ... ... middle of paper ... and strong analytical capabilities to innovate and apply the technologies. However, the need for basic skills portfolio will expand to include skills required to navigate the technology rich environment and function efficiently in the connected global societies. Furthermore, the lines between business functions and divisions are blurred. Employees are frequently involved in multiple overlapping divisions of marketing, sales, customer service, public relations, product development, recruiting, and knowledge management and consumer research. Besides “hard skill”, technical skills core to the business it crucial that employees have “soft skills” or people skills. These skills are needed in everyday work life. They reflect how people relate to each other: communication, engage in dialogue, collaborate and cooperate in a team, solve problem and resolve conflict.

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