Mobile technology has been a key component of Chegg’s
value strategy from the beginning. In 2009, just two years after
entering the rental market, Chegg created a mobile web site
and an SMS-based service that made it possible for students
to check rental prices for textbooks by texting the ISBN number
of the book they were interested in. The following year,
Chegg launched an app for iPhone and iPad users. Android
users can still access services from the company’s well designed
mobile site. In 2012, Chegg launched a cloud-based eTextbook
reader designed to give students access to their textbooks from
a wide range of mobile devices. While Chegg is not the first
company to make textbooks available online, the eTextbook
reader provides powerful features for highlighting text, taking
notes, and checking word definitions. Users can view Key
Highlights, or material crowd-sourced from the highlighting
Case 2
Chegg Takes Texbooks Mobile
Case 3 Video Case 221
activities of other students using the reader. Finally, readers can
access Chegg’s Always on Q&A Service, where students can ask
questions about various academic subjects and often receive
an answer back from subject-matter experts within hours.
Mobile technology has been a key component of Chegg’svalue strategy from the beginning. In 2009, just two years afterentering the rental market, Chegg created a mobile web siteand an SMS-based service that made it possible for studentsto check rental prices for textbooks by texting the ISBN numberof the book they were interested in. The following year,Chegg launched an app for iPhone and iPad users. Androidusers can still access services from the company’s well designedmobile site. In 2012, Chegg launched a cloud-based eTextbookreader designed to give students access to their textbooks froma wide range of mobile devices. While Chegg is not the firstcompany to make textbooks available online, the eTextbookreader provides powerful features for highlighting text, takingnotes, and checking word definitions. Users can view KeyHighlights, or material crowd-sourced from the highlightingCase 2Chegg Takes Texbooks MobileCase 3 Video Case 221activities of other students using the reader. Finally, readers canaccess Chegg’s Always on Q&A Service, where students can askquestions about various academic subjects and often receivean answer back from subject-matter experts within hours.
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