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Nyika yemusango ye e-mabhuku: Amazon inorova kumashure

Honza Dvorsky
7

Anopfuura makore maviri apfuura, Apple yakapa chikumbiro chekuverenga e-mabhuku anonzi iBooks uye iBookstore - chimwe chikamu cheTunes, vangangove vashoma vaitarisira kuti e-mabhuku aizonetsa sei. Iko kukwezva kukuru kwekushandisa iBooks yaive, hongu, yekutanga chizvarwa iPad, yakaunzwa pazuva rimwe chete.

Kubatana pakati pemabhuku neIpad hazvishamise. Patinofunga kumashure ku2007, apo yekutanga iPhone yakaona chiedza chezuva, ipapo Apple CEO Steve Jobs akaitsanangura semusanganiswa wemidziyo mitatu: nhare mbozha, mutauri weInternet uye iPod yakakura-kona. Iyo iPad yakachengeta maviri eaya makuru maficha. Panzvimbo pefoni, muverengi webhuku. Uye kubudirira kukuru kweAmazon's Kindle line yevaverengi kwakaratidza kufarira kusingaperi mumabhuku kunyangwe muzana ramakore rechi21.

Zano reAmazon

Kana iwe waida kutenga e-bhuku muna 2010, iwe ungangove wakaenda kune yakakurisa kwazvo online chitoro kune ese mapepa uye edhijitari mabhuku, Amazon. Panguva iyoyo, kambani iyi yakatengesa pamusoro pe90% yeese e-mabhuku uye chikamu chikuru chemabhuku akadhindwa. Kunyange zvazvo Amazon yakatenga mabhuku maviri emhando kubva kuvabudisi nemutengo mumwe chete, yainyanya kutengesa iwo edhijitari nemutengo wakaderera wemadhora 9,99, kunyangwe yakaita purofiti pavari. Akawana zvakatowanda kubva kuvaverengi ve Kindle, iyo nhamba yaikurumidza kuwedzera pamusika.

Nekudaro, iyi "zera regoridhe" reAmazon raive dambudziko kune mamwe makambani aiedza kupinda mumusika we e-book. Kutengesa mabhuku pasi pemutengo kwaisazogoneka mukufamba kwenguva kune chero mutengesi aisakwanisa kumisa kurasikirwa uku nepurofiti mune imwe indasitiri. Nekudaro, Amazon yakaita mari sechitoro chepamhepo kubva pakushambadzira uye kutengesa migove. Naizvozvo, aikwanisa kupa rubatsiro rwekutengesa e-mabhuku. Makwikwi akasimbiswa aifanira kudzikisa mitengo zvisina kuenzana kana kurega kutengesa mabhuku zvachose. Vaparidzi havana kukwanisa kuita chero chinhu pamusoro pemamiriro ezvinhu aya, zvisinei, nokuti mune izvo zvinonzi "wholesale model" (wholesale model) mutengesi ane kodzero yekuisa mitengo nenzira ipi zvayo.

Nzira itsva

Kuburitswa kweiyo iPad kwakatangira mwedzi yakati wandei yenhaurirano naSteve Jobs nevanopa e-bhuku eBookstore. Ichi online e-book chitoro chaifanirwa kuve chimwe chezvikonzero zvekutenga iPad. Vatengesi vakasvikirwa vaive vaparidzi vemabhuku vakamanikidzwa kubuda mumusika nemutemo wemitengo weAmazon. Zvisinei, Mabasa aida kuti iBookstore ichangotanga ishande pamhando imwe chete yekutengesa iyo yakanga yagadzira chitoro chikuru chemimhanzi yepamhepo, "iTunes Store," uye gare gare iOS software "App Store," makore mashoma apfuura. Vakashanda pane inonzi "agency model", umo Apple inoshanda chete se "agency-distributor" yezvinyorwa zvinopihwa nevanyori vayo uye inochengeta 30% yekutengesa kuti igovane. Naizvozvo munyori anodzora zvizere zvose zviri zviviri mutengo webasa uye purofiti yake.

Iyi modhi yakapfava yakabvumira vanhu nemabhizinesi madiki kuti vapinde mumusika uye kutyora pesvedzero huru yemakambani makuru aive nezvakawanda zvekushambadzira nekugovera. Apple inopa vanopfuura mamirioni mazana matatu vanogona kuverenga kune vanyori mune yayo ecosystem uye inotarisira kushambadza uye zvivakwa zveiBookstore. Saka, kekutanga, tapinda munyika umo kunaka kwezviri mukati kunokosha uye kwete huwandu hwemari iyo musiki anogona kukwanisa kushandisa pakushambadzira.

Vaparidzi

Vaparidzi vekuAmerica Hachette Book Group, HarperCollins, Macmillan, Penguin naSimon & Schuster ndevamwe vevazhinji vakagamuchira "agency model" uye vave vatengesi vezvinyorwa zveBookstore. Makambani aya ndiwo anotora akawanda emabhuku akabudiswa muUnited States. Mushure mekusvika kweApple mumusika we-e-book, vakanga vatopiwa mukana wekusarudza nzira yekutengesa mabhuku avo, uye Amazon zvishoma nezvishoma yakatanga kurasikirwa nehuwandu hwakakwana hwemusika. Vaparidzi vakabuda munzvimbo yavo yepasi neAmazon uye kuburikidza nenhaurirano dzakaoma vanogona kuwana zvibvumirano zvakanaka (semuenzaniso Penguin) kana kuisiya.

[ita chiito=”citation”]Iyo 'yokumanikidzirwa kugadziridzwa kwemitengo pamusika' kwakaitika - zvakangokanganisa nekuti ndiani. Chokwadi, Amazon yakaita.[/do]

Kuzivikanwa kwe "agency" modhi kunoratidzwawo nekuti mwedzi mina chete mushure mekutanga kwekushanda kwayo (kureva, mushure mekuburitswa kwechizvarwa chekutanga iPad), iyi nzira yekutengesa yakatogamuchirwa neruzhinji rwevaparidzi. uye vatengesi muUnited States. Iyi shanduko mukugadzira, kutengesa uye kugovera e-mabhuku kwakakurudzira kuvandudzwa kweindasitiri, kusvika kwevanyori vatsva nemakambani uye nekudaro kubuda kwemakwikwi ane hutano. Nhasi, pachinzvimbo cheyakagadziriswa $9,99 pabhuku, mitengo inotangira pa5,95 kusvika $14,95 ye bulkier e-volumes.

Amazon haisi kukanda mapfumo pasi

Muna Kurume 2012, zvese zvakaratidza kuti "agency modhi" inzira yakasimbiswa uye inoshanda yekutengesa, inogutsa ruzhinji. Kunze kweAmazon, hongu. Chikamu chake chekutengesa e-mabhuku chakawa kubva kune yepakutanga 90% kusvika ku60%, uye akawedzera makwikwi, ayo ari kuedza kubvisa nenzira dzose. Mukurwira ruzhinji rwakachengeteka mumusika uye simba rakakwana pamusoro pevabudisi, tariro yabuda paari nenzira yekumhan'arira yakamhan'arirwa neDhipatimendi reJustice reUS (rinozonzi "DOJ") vachipokana neApple nezviri pamusoro- yakataura vaparidzi vashanu nekuda kwekushandira pamwe mukufungidzirwa "kusimba kwekugadzirisa mutengo" pamusika wese.

Iyo DOJ yakaita chinhu chinonakidza kwazvo, chandinobvumirana nacho: "kumanikidzira musika-yakakura mutengo kugadzirisa" zvakaitika - zvakangokanganisa naani. Muchokwadi, Amazon yakaita saizvozvo apo, sekambani imwe ine 90% yemusika, vakachengeta mutengo wemabhuku akawanda (pasi pemutengo wekutenga) pa $ 9,99. Pane kudaro, Apple yakakwanisa kuputsa hutongi hweAmazon, ichigadzira nzvimbo yemakwikwi.

Kurangana dzidziso

Iyo DOJ inopomerazve mafemu ambotaurwa kuita "misangano yakavanzika" mumaresitorendi ekuManhattan. Zviri pachena kuti kuedza kuratidza kunonzi "kushandira pamwe" kwemakambani ese akataurwa mukushandurwa kwese kuenda ku "agency model". Shanduko yepasi rose uye shanduko muindasitiri yese yaizove isiri pamutemo, asi iyo DOJ yaizofanirawo kushora makambani ese ekurekodha anopa mimhanzi yeTunes Store, nekuti ndizvo chaizvo zvakaitika makore gumi apfuura. Apple yakabva yada zvemukati uye yakataurirana yakakosha mazwi ekushandira pamwe nekambani yega yega. Icho chokwadi chekuti makambani ese aya akatanga kushandisa "agency model" panguva imwe chete (nguva yekusikwa kweTunes Store) haina kuita seyakakuvadza chero munhu, nekuti yaive yekutanga kuedza kunyoresa kutengeswa kwemimhanzi paInternet. .

Iyi "misangano yakavanzika" (verenga nhaurirano dzebhizinesi) yakazobatsira munhu wese uye hapana kambani hombe yakatanga kurasikirwa nepurofiti nekufamba uku. Zvisinei, munyaya ye-e-book industry, matoyi eAmazon ave "afukurwa", uye inofanira kupa mamiriro ezvinhu ari nani kune vaparidzi. Saka zvingamubatsira kuti aratidze kuti vaparidzi havana kubata neApple mumwe nemumwe, asi seboka. Ipapo ndipo pavaizowanikwa vaine mhosva. Zvisinei, zvakataurwa nevakuru vakati wandei vevaparidzi vataurwa zvinoramba zvachose kuti yanga isiri sarudzo yemunhu mumwe nemumwe.

Uyezve, kumhan'arira Apple "yekugadzirisa mitengo" kunoratidzika kunge kusinganzwisisike kwandiri, zvichipihwa kuti agency yavo modhi inoita zvakapesana chaizvo - inoisa simba pamusoro pemitengo yemabasa mumaoko evanyori nevatsikisi pachinzvimbo chekuiswa pasi rese nemutengesi. Maitiro ese saka anoratidza kubatanidzwa kwakasimba kweAmazon, sezvo iyo yega yaizowana chimwe chinhu nekurambidza yatove kushanda "agency" modhi.

Process flow

Pazuva rimwe chete iro mhosva yakamhan'arwa, vatatu vevashanu vaipomerwa vaparidzi (Hachette, HarperCollins, naSimon & Schuster) vakabuda uye vakabvuma zvirevo zvakaomarara zvekunze kwedare, izvo zvinosanganisira kudzikiswa zvishoma kweiyo agency modhi nezvimwe. zvinobatsira kuAmazon. Macmillan naPenguin, pamwe chete naApple, vakaratidza chivimbo mumutemo wezviito zvavo uye vakagadzirira kuratidza kusava nemhosva kwavo mudare.

Saka zvese zvinongotanga.

Izvi hazvisi zvevaverengi here?

Hazvina mhosva kuti tinotarisa sei maitiro ese, isu hatigone kuramba chokwadi chekuti e-book musika wakachinja kuita zvirinani mushure mekusvika kweApple uye yakagonesa hutano (uye hutsinye) makwikwi. Pamusoro pehondo dzemutemo pamusoro petsanangudzo yega yega yezwi rekuti "kubatirana", dare richavewo nezve kana Apple nevatsikisi vachakwanisa kuratidza chokwadi ichi uye kusunungurwa. Kana kuti ivo vanozonyatso kuratidzwa kuti vane hunhu husiri pamutemo, iyo mune yakanyanyisa nyaya inogona kureva kupera kweBookstore uye mabhuku edhijitari ezvikoro, kudzoka kune iyo wholesale modhi uye kumisikidzwazve kweAmazon monopoly.

Saka ngativimbei kuti hazviitike uye kuti vanyori vemabhuku vachangobvumidzwa kutara mitengo yemabasa avo nekungogovana nenyika. Iyo pfungwa yakajairika ichakunda kuedza kweAmazon kubvisa makwikwi kuburikidza nematare uye isu tichine sarudzo yekusarudza kubva kuna ani uye sei tinotenga mabhuku.
[zvinoenderana-zvinyorwa]

Zvinyorwa: TheVerge.com (1, 2, 3, 4, 5), Justice.gov
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