When we buy something we need to feel that we have something real for the money. Many people still order a CD version of software they buy online for at reason. Companies put extras in the box to make people feel good about their purchases. Apple includes some logo stickers in theirs for example.
When you buy music, video of books online, you lose that connection with something real and nifty. There's no sticker or souvenir bookmark or prize in the box because there is no box.
Would people be more ready to buy if they got back some of that thrill of purchase? Maybe but what can you give them electronically that they can get that feeling from? Action figures or autographed collectible cards are liked because they are real. Who values something digital that can be copied or mass produced?
What if these companies included perks with their purchases? Give them a book related screen saver, or custom bookmark that would show in their reader based on what they've bought. Anything that makes them feel they have something more personal than just the bits that anyone can download could do the trick.
As it is, when I buy an ebook all I have to show for it is a tiny logo of the book cover art on my virtual bookshelf. That may not be enough for the average consumer to feel that they got value for their money. Time will tell what is enough to give them their emotional proof of purchase.
Monday, August 30, 2010
Sunday, August 29, 2010
Money for nothing
When you buy a book you are buying more than a stack of paper the value is the information found on the pages. What you have really purchased is the license to access that information in a form that is permanent and transferrable.
There is a natural tendency to equate the medium with the content. The VHS tape is "Jaws". The bound volume is "War and Peace". This causes a problem when you separate the content from a physical form. Turn the compact disc into a set of mp3 files and people feel disconnected because there is nothing tangible left.
Maybe this is why people who would never shoplift a DVD from a store don't see a problem with downloading the same movie from the net.
It is the content that has value, not the medium. There is hesitance with buying content when the medium changes, but is it a valid concern? Is something lost?
The most recent emergence of this shift in medium is in the publishing industry. Books traditionally had only two forms - hardcover or softcover. That changes a number of years ago with audio-books. The book was now available on tape, CD, or electronic audio formats. That took a number of years to become mainstream but is fairly established now. The next step is the ebook. The ebook gives you nothing significant over a paper book it doesn't let you hear the voice of the author, or drive while reading. Instead it offers a lightweight, searchable form of book that you can more easily tote around than it's heavier paper counterpart.
What remains to be seen is whether the public is ready to let go of the physical and truly value the pure information. There are a number of competitors in the apace so surely the book industry feels the time is now.
Consumers are choosing between Kobo, iBooks, Kindle and others when they dip their toes in the water of paperless books. Most come with samples or free books to try out. Whether that will translate into purchasing a desired new book in this form instead of the paper form remains to be seen.
The newspaper industry sure hopes people renew their interest in reading. If people get used to carrying around their readers and can wirelessly get today's newspaper they may find new life in the industry.
It hinges on our ability to emotionally let go of the medium and grab hold of the content.
With a paper book there is no worry that you won't be able to read it in 20 years. With a DVD nobody knows if we'll be a le to find a working player - just ask anyone with a collection of Beta video tapes.
With music it's even more restrictive when the music is properly licensed. The purchaser can only use it with registered devices and can't loan it to a friend.
Books are facing similar worries. If I buy a new book for a Kindle today, what can I do with it in 20 years? If the Kindle servers don't exist any more I won't be able to download it even if there are compatible readers available. It's that sense of risk that sellers will have to find a way to cope with if they want the public to buy intangible products.
There is a natural tendency to equate the medium with the content. The VHS tape is "Jaws". The bound volume is "War and Peace". This causes a problem when you separate the content from a physical form. Turn the compact disc into a set of mp3 files and people feel disconnected because there is nothing tangible left.
Maybe this is why people who would never shoplift a DVD from a store don't see a problem with downloading the same movie from the net.
It is the content that has value, not the medium. There is hesitance with buying content when the medium changes, but is it a valid concern? Is something lost?
The most recent emergence of this shift in medium is in the publishing industry. Books traditionally had only two forms - hardcover or softcover. That changes a number of years ago with audio-books. The book was now available on tape, CD, or electronic audio formats. That took a number of years to become mainstream but is fairly established now. The next step is the ebook. The ebook gives you nothing significant over a paper book it doesn't let you hear the voice of the author, or drive while reading. Instead it offers a lightweight, searchable form of book that you can more easily tote around than it's heavier paper counterpart.
What remains to be seen is whether the public is ready to let go of the physical and truly value the pure information. There are a number of competitors in the apace so surely the book industry feels the time is now.
Consumers are choosing between Kobo, iBooks, Kindle and others when they dip their toes in the water of paperless books. Most come with samples or free books to try out. Whether that will translate into purchasing a desired new book in this form instead of the paper form remains to be seen.
The newspaper industry sure hopes people renew their interest in reading. If people get used to carrying around their readers and can wirelessly get today's newspaper they may find new life in the industry.
It hinges on our ability to emotionally let go of the medium and grab hold of the content.
With a paper book there is no worry that you won't be able to read it in 20 years. With a DVD nobody knows if we'll be a le to find a working player - just ask anyone with a collection of Beta video tapes.
With music it's even more restrictive when the music is properly licensed. The purchaser can only use it with registered devices and can't loan it to a friend.
Books are facing similar worries. If I buy a new book for a Kindle today, what can I do with it in 20 years? If the Kindle servers don't exist any more I won't be able to download it even if there are compatible readers available. It's that sense of risk that sellers will have to find a way to cope with if they want the public to buy intangible products.
Sunday, August 22, 2010
I type on iPad
I am not exactly on the bleeding edge but I grabbed myself a 64gb iPad today. First impressions are good. Apps do look better on it when they actually are built for it. The 2x feature to upscale an iPod app for use on the iPad sucks. It just ends up looking scaled and weak.
The most impressive difference i have seen so far is with newspaper apps. New York times did a good job of making it feel like a true publication and you can certainly get a better feeling from he experience, not to mention the help for old eyes!
Unfortunately it's too late to keep playing with it. The battery seems to have some good life in it and maybe tomorrow I will try doing some book reading with it. My Apple collection keeps growing.
The most impressive difference i have seen so far is with newspaper apps. New York times did a good job of making it feel like a true publication and you can certainly get a better feeling from he experience, not to mention the help for old eyes!
Unfortunately it's too late to keep playing with it. The battery seems to have some good life in it and maybe tomorrow I will try doing some book reading with it. My Apple collection keeps growing.
Subscribe to:
Posts (Atom)