OK, this post’s title isn’t entirely fair. I’m assuming Amazon has an ebook / Kindle strategy, when I don’t know this to be true. There is certainly evidence to the contrary.
Wired has a post discussing Amazon’s Kindle and whether it will become the literary equivalent of the iPod. The post notes that while Kindle sales are increasing it is difficult to tell whether the thing can go mainstream. There are things you can do with a book such as read in the bathtub or curl up with it on the couch that just wouldn’t be prudent or as enjoyable with Amazon’s electronic device.
I for one am yearning for someone to go mainstream with a solid ebook reader. Every time I pack for a trip there is that last moment when I see how much room I have left in the suitcase and have to choose a book. I know what I’m in the mood for at the moment, but when I finally settle in at the hotel after a long day of driving and meetings, I might be up for something lighter. How nice it would be to just have one, paperback-sized device that would hold a reading option for all contingencies.
Before I look at the flaws in Amazon’s approach a couple of general thoughts.
First, I don’t think a proprietary product supplied by one book vendor will be the answer. While Amazon certainly has some attractive features one need look only at the price of the Kindle and Kindle books to see why. Going mainstream will probably require some kind of industry standard that can be adopted by a number of hardware suppliers and booksellers. This dynamic will keep prices at an attractive level for consumers. There are other formats out there, but I have yet to see a reasonably priced reader.
Second, and sadly, I must agree that iPod-esque success is probably not a reasonable goal. To be blunt, I share Steve Jobs’ observation that people don’t read anymore, although I would note that the problem doesn’t seem to be so dire as to prevent Jobs from writing books. I don’t think anyone can dispute that the demand for music and videos far exceeds the demand for reading. It would be nice if someone could come up with a snazzy, affordable reader that might re-kindle (pardon the pun) an interest in the written word.
OK, here is the problem with Amazon’s approach. They pretty much control the whole equation yet they’ve chosen to set up a self-defeating circle with this thing. First the Kindle itself is over-priced. $350 as I write this. It’s not that no one is buying it, but the price is enough of a barrier to limit the audience size.
But let’s just say I’m considering it. What do I look at next? Well, when I get my Kindle what does the library available to me look like? There seems to be a good number of books available in this format. If you are one who prefers to just browse and pick something good from what’s available, you’d probably be satisfied with the selection of Kindle books.
Personally, I can go with that mode sometimes, but much more often I have a specific idea of what I want in advance and if that’s not available I’m not going to be satisfied settling for something close. For example, I did a search on one of my favorite free market economists, Ludwig vonMises. This one has always worked as a great benchmark for me in testing out bookstores. If I ever were to have an ebook reader, Mises’ discussion of Socialism would be one of the first ebooks I would want to pick up. I search Amazon, there are a few Mises works available in Kindle format but not that one. Next I search for theologian Francis Schaeffer. Again some of his books available in Kindle, but none of the big three; The God Who is There, He is There and He is not Silent, and Escape from Reason. Not acceptable. There will probably be times when I would want to read some of the others, but there will be many more times when I want to read something in one of those three.
So, for my money, the catalog is still too small. Perhaps if the target audience were bigger, if there were more Kindle owners out there, there would be more incentive to translate a wider variety of titles into Kindle format. Of course if there were more titles available perhaps there would be more people buying Kindles. Though this all falls under Amazon’s umbrella, they aren’t making either side of the equation enticing enough to lift the other.
Generally the pattern with these things is to make the hardware readily affordable with the thought that once on board, the user will be buying ebooks for the rest of their life. But I guess you could go the other way and have a catalog that would make readers salivate and pony up insane amounts of cash for the reader.
There may be another complicating factor here. My guess is that the window of opportunity for Amazon, Sony or any other producer of ebook readers is narrow. The last time I used any kind of ebook reader was on my iPaq, years ago. I don’t use the iPaq anymore because I have almost all of that functionality on my phone now. That’s what is going on in the whole consumer electronics industry. Things are converging. Right now a device that only does e-reading seems to fill a need not well addressed by any other piece of technology.
It isn’t hard to see the notebook computer eventually rendering the single-purpose Kindle obsolete. You can already read ebooks on any computer. Problem is, for many it is still a bit of a hassle to break out and fire up their laptop, or to recline on the couch or curl up in bead with it. But look at the trends. Size is decreasing, the tablet (as opposed to clamshell) format is catching on, and developments in memory and battery power are moving toward much more convenience and ease of use.
The day is probably not far off when portable computers will match the Kindle in size and convenience. All the more reason for Amazon to keep prices high and get what they can while they can. And, all the more reason for the reading consumer to just wait and continue to enjoy the simple pleasure of holding a real live book in your hand as you read.