The State of the Industry
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A great example of a company that is really smart in this way is Encyclopedia Britannica. Traditionally, nothing could have been more boring than an old set of text-heavy encyclopedias. But they've done such a great job of expanding online, and taking their products into other countries and packaging it in ways that are really interesting. In countries like Japan, they [sell] these cards you can buy, where you can get 10 minutes of encyclopedia time. There are all different ways the information could be available in all different markets.
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