Evernote Shuts Down Market To Focus On Key Software

in Productivity

evernote marketI have long been critical of Evernote’s diversification into selling physical goods and taking its eye off the ball on its core product.  I pay a premium subscription to receive a premium software service not to have the opportunity to pay a premium price for socks, wallets and other ephemera.  Yesterday, February 1, Evernote announced that it was closing down the market, another sign that new CEO Chris O’Neill is cutting out the dead wood and bringing the company’s focus back to the core note taking/digital brain service that millions of people rely on.

This good news and I will raise a glass thanking O’Neill when beer o’clock arrives this evening!

Apparently over the past few years, more than 800,000 Evernote Moleskine notebooks and 300,000 Jot Script styluses were sold worldwide. Through Market’s website Evernote sold nearly 20,000 ScanSnap Evernote Edition scanners. This retail adventure brought in an estimated $12 million but could not maintain the cost of running the online shop.

Evernote Blog Post

In a “we got it wrong but are putting  brave face on it” post on the company blog Evernote said:  “Through Market sales we’ve learned a tremendous amount about how people capture and organize information. We learned that despite all of the digital notes we take and the paperless goals we set, we’re still taking plenty of handwritten notes and continue to find value in having a quality scanner as a part of our work flow. We also learned that there was an appreciation for well-designed products like the Triangle Commuter Bag that, while not a digital integration, embody Evernote’s promise of helping people lead more organized lives.

“Over the past few years, more than 800,000 Evernote Moleskine notebooks and 300,000 Jot Script styluses were sold worldwide. Through Market’s website alone, we sold nearly 20,000 ScanSnap Evernote Edition scanners. Market gave us the opportunity to illustrate the true value of Evernote to folks who hadn’t yet considered a Premium subscription. In fact, nearly half of the folks who shopped the Evernote Market were paying us for the first time.”

That last sentence speaks volumes. Fifty per cent of Market shoppers were not premium subscribers, the core membership that annually coughs up cash for a specific service and not wanting to invest in what I considered overpriced merchandise.

Retaining Links With Some Companies

Evernote won’t be cutting ties with certain companies that it believes mesh in with its overall philosophy. These include Adonit, Moleskine, and PFU.

As a long term premium user I welcome the new captain putting the Good Ship Evernote back on course and look for3ward to innovation within the core service that made me a major fan so many years ago.

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