The Progression Player app will allow our customers to access instructional content in a new way, watching it on the go and selecting one off chapters when required.
The simple answer is – No! We are confident that DVDs will continue to sell for at least the next five years and we will continue to invest in product development and marketing, doing all we can to support our stockists and distribution partners in maintaining sales.
We have to acknowledge that as digital technology evolves, eventually DVDs may become obsolete. However, operating in a niche market and with an educational product, we are seeing this as a much slower process than in other markets such as entertainment.
There are certain regions in the world that are difficult for us to ship to – at a reasonable cost. Analysis of our current online viewing figures suggest there is a big discrepancy in some regions, with high online viewing but low sales due to these shipping difficulties. This is a key reason why we have developed a digital solution for these customers.
Our experience with online viewing habits shows us there is more demand for higher level content online. Advanced riders who may want to download the odd chapter here and there. Beginner and Intermediate riders still prefer trusted channels of distribution and we will continue to develop new product and branded service ideas that position Progression as a useful tool for these customers. The new ‘Beginner: School Edition’ DVD is one example of this.
The digital downloads have been priced to ensure that DVDs still remain the most cost effective way to watch Progression instructional content.
We will be putting our money where our mouth is and have investment plans for new DVDs in 2012. will take Progression instruction into the new, fast developing sides of the sport. We will continue to update existing products when they become outdated.
As you may already know we are developing in store marketing support including product booklets, customer ‘top tips’ cards, in-store loop videos and branded merchandise, all of which will serve to support and incentivize sales at no extra cost to the retailer.
For most people who want to watch our content on their TV, a DVD is still the easiest way to do so. Our new app is only available on iOS devices so we must also bear in mind that only a limited number of people will actually be able to access it.
Feedback from our customers and evidence from growing multi-buy sales (of the DVD range) illustrate that kiteboarders use our DVDs as a marker for their development and goals. We can push this concept by selling more packages, developing ‘box set’ sales promotions, as well as incorporating the DVD into relevant lesson / holiday packages.
We are open to new ideas of how to include existing partners into any new digital venture. Ideas such as affiliate schemes or in store gift cards (with app credits) are options we are currently exploring.
Progression can also now create short videos that may not comfortably fit onto one of our existing DVDs. We can bring new content to market faster and test its popularity, feeding this insight into larger long term DVD projects which typically take 12 months to bring to market.
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