something wrong with the electronic book market
Tuesday, January 26, 2010
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Between 27 and 28 December last circulated in newspapers a notice to the effect that increased the value of the shares of Amazon on the Nasdaq Stock Market due to the alleged sale kindle reader overwhelmed during the past Christmas. Amazon however, and as demonstrated by the same publications, declined as it has been doing to provide information about the number of units sold. Refusal obviously generates suspicions and causing trouble off the apparent lack of transparency that pervades the market: there can be no valid reason to save the data. Serves a chance yet to re-think the relevance and future ebook even if others consider useless the debate as they give by won the battle against traditional book, a somewhat less biased analysis could indicate the opposite.
should first be noted that the eBook is a gadget, a gadget that is like any other technology that excite and overwhelm some consumers, just check the comments circulating in internet about it and find that almost all are presented in pages dedicated to these elements. Interestingly though I have not met even a non-virtual store of technological features, which provide As with others, even the newest. Emphasis should be placed so that the electronic book is a piece of technology created by the technology industry and intends to market as it is. Is based on a met need and requirements intended to address non-existent or at least not raised in a generic manner. The need to read the book solved the ingenious and practical way, and no one has expressed the desire to walk with a hundred or two hundred, let alone in 1500, books on his shoulder. It is not only absurd but absolutely useless. The e-book, put it clearly, it meets a need, is based on an existing and determined, and this is your first problem.
then need to be revised on which rests the relevance of the electronic reader, which, as has been said it is witty and efficiently resolved, and a comparison with the ipod. Reading levels are low, even in more enlightened countries, especially when compared with levels of hearing music. That is little read and hear much more music, including examples abound, and just observe the environment. And logically so, reading implies a level of demand of the reader, to music almost never, which is why everyone, even the least listeners may have interest in the iPod and therefore a tendency to purchase and use. It does not happen the same with the electronic reader. To want to buy you must first reader, and of course a reader who will serve a relatively expensive purchase, ie a reader who read at least several books a year. Consider the following accounts: the Kindle costs according to the website Amazon hundred thousand pesos (U.S. $ 259), simultaneously we add at least five books are not pirated, we will have reached seventy thousand pesos (seven approximately $ per book), is would say that in total five hundred and seventy thousand pesos, allowing him to buy sixteen books in our library, at the rate thirty-five thousand dollars each, ie for an average reader in Colombia, this amount would mean readings for eight years, sixteen in Mexico, or to an average reader in Spain between three and four years for a French player two years.
Now e-book has been created by the technology industry, ie not arising from the world of books but the same scenario and others interested in creating various elements of technology and logic of the market for these products rests on the principle of constant renewal. Not for nothing has sold over a hundred million iPods in the world. Many of the buyers are and ipod be interested in changing their model every year or every two years, and therein lies the business, not in the scope of delivery but its constant renovation, so just add it useful alternative or mismatched with their original duties. Just consider how you use the iPod and compare it with the possibility of using the electronic book, the differences are obvious.
reasons or justifications then arise in addition to instrument: reducing the space occupied by invasive books in our homes and is environmentally friendly because it does not use the paper. The first argument is trivial if consider the few surviving private libraries, but also know the love that designers are books, there is no room or house photography appears in magazines of architecture does not consider the ample space for books. The second reason corresponds to the contemporary desire to find culprits of environmental degradation must be sought in places and consumers also more susceptible to criticism, but it is also absurd because unknown to most of the books are made with recycled paper. But beyond these findings should be noted that the arguments in favor of the electronic book are more romantic and naive that we ask those who love books that are beautiful, you can feel, smell, taste, pay, throw, smash, and gift wrapping. These are real, measured, tested, that is true, not conjecture.
something wrong with the electronic book market, some financial and marketing that a technocrat who escaped the financial world just crumbled, refuses to recognize. Maybe one banker as Alberto Vitale, quoted by Schiffrrin *, which caused huge losses stubborn Random House. It is true that the contemporary world is determined to make us eat what we do not claim and need, the paradox is that in this case the optimism of the e-book producers is greater than that of those who for years have tried to get people to read. The future of e-book depending on the increase in reading levels, to levels of interest at the market itself, but when these levels will increase consumers are educated and trained probably buy the device but are not willing to change it every year. So things the market will not be interesting for producers of the device.
For now inveterate readers can buy the Kindle and use it until they become their own managers as a relic. (Pfa)
* "... Bob Bernstein was fired as part of the master plan of SI Newhouse, and replaced by a former banker named incompetent Alberto Vitale, who kept bragging I was always too busy to read a book. "A Political Education. André Schiffrin. Peninsula. 2008.
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