E-Books : what are the impacts of this digital evolution on the market of the edition?

Résumé du document

In this essay we are going to study about industrial innovation in the edition sector that constitutes the development of electronic readers and transformations engendered in the market of books with the emergence of e-books which has been gaining market shares each year. Indeed, since the launch in 2007 of the kindle, that is an electronic reader which allows to download via internet, contents (eBooks, newspapers and magazines) sold on-line by the American site Amazon.com. The publishing companies, present at several levels of the chain of value, have to adapt themselves to the modifications of the ecosystem of the book in order to preserve their strategic positions. Indeed, the direct access of the consumer to the literary works constitutes a threat for turnover edition companies. We can draw a parallel between this situation and the coming of paperbacks in the 1930s, which represented an absolute revolution in the book industry. It allowed putting big literary works within the reach of the public.

Extraits

[...] They estimate that the booksellers have a real influence on the market of the book and the customers. Also, they rather plan to continue to work with the booksellers to develop the market of the digital contents as they always did until now to develop the market of the printed books. The editors wished that the bookshop invest deeply in the digital. Levers of digital growth The question which currently arises is how to develop the sales of the digital book. [...]

[...] We have to talk in this part about the project of Google. Google has scanned around 10 millions of books whose 9 millions are again protected by copyright and its objective is 15 millions in 2012. The website offers the possibility to the net surfer to consult a wide number of books if it is not protected by copyright or until three pages if it is protected. Today, all the important editors and resellers purpose their books in numerical format. [...]

[...] This is the main difference between the two products and the principal reason to explain the domination of the Kindle on the American Market. These two products suffer of the intelligent phones concurrence. The Phone has an eBooks application which permits to read eBooks like on the Kindle or the Reader. The quality of reading is inferior than on the specific appliance but lot of people considers that the price of the Kindle or the Reader is too expensive for the difference of quality offered. [...]

[...] Moreover, with this innovation, even if the support of the digital book is a little expensive, the book's price will decrease, which means that the consumers will be able to buy books at a cheaper price. Market pull But this technology was also born from a market demand, a need. Indeed, in a world where the digital knows a continuous development and where the consumers request more practical objects like the MP3 player which allow to store loads of songs; the electronic reader had to be. This innovation give the possibility to read when you want, where you want. [...]

[...] The professionals can also set up a system recommending the titles, announcing events or publishing a newsletter to inform the customers of the exit of a book and all that according to their centre of interest, their specifics requests. The digital can really restart the market of the book which has been declining during the last years. RISKS However, there is a risk of cannibalization between these two distributions canals, that's why the customers can consume less traditional books for the e-books. Secondly, the editors think to develop their own interface and to propose themselves, these contents. [...]