What happened to Encarta?
When you create a new product, you can’t assume the channels that were used in the past are the best ones. A different channel or channel partner might be better.
Microsoft’s digital encyclopedia, Encarta, which was first sold on CD and via online sub-scription in the early 1990s. Encarta nearly destroyed Encyclopedia Britannica, a firm that had dominated the print encyclopedia business for literally centuries. Ironically, Microsoft had actually tried to partner with Encyclopedia Britannica to use its encyclopedia information to make Encarta but was turned down.
But today, Encarta no longer exists. It’s been put out of business by the free online encyclopedia Wikipedia.
The point is that products and their marketing channels are constantly evolving. Consequently, you and your company have to be ready to evolve, too.
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