Honza Dvorsky Eminyakeni engaphezu kwemibili edlule, u-Apple wethule isicelo sokufunda izincwadi ze-e-books ezibizwa ngokuthi i-iBooks kanye ne-iBookstore - enye ingxenye ye-iTunes, cishe bambalwa ababelindele ukuthi ama-e-books azodala impikiswano kamuva. Okukhanga kakhulu ngokusebenzisa i-iBooks, vele, i-iPad yesizukulwane sokuqala, eyethulwa ngosuku olufanayo.
Ukuxhumana phakathi kwezincwadi ne-iPad akumangazi. Uma sicabanga emuva ku-2007, lapho i-iPhone yokuqala ibona ukukhanya kosuku, i-CEO yakwa-Apple uSteve Jobs wayichaza njengenhlanganisela yamadivayisi amathathu: umakhalekhukhwini, isixhumi se-inthanethi kanye ne-iPod ebanzi. I-iPad igcine ezimbili zalezi zici eziyinhloko. Esikhundleni sefoni, ngumfundi wencwadi. Futhi impumelelo enkulu yomugqa wabafundi we-Amazon's Kindle ibonise isithakazelo esingapheli ezincwadini ngisho nangekhulu lama-21.
Isu Amazon
Uma ubufuna ukuthenga i-e-book ngo-2010, mhlawumbe uye esitolo se-inthanethi esikhulu kunazo zonke sakho kokubili izincwadi zamaphepha nedijithali, i-Amazon. Ngaleso sikhathi, le nkampani yathengisa ngaphezu kwe-90% yazo zonke izincwadi ze-e-book kanye nengxenye enkulu yezincwadi eziphrintiwe. Nakuba i-Amazon ithenge zombili izinhlobo zezincwadi kubashicileli ngentengo efanayo, ithengise kakhulu ezedijithali ngentengo ephansi kakhulu engu-$9,99, nakuba yenze inzuzo ngazo. Uzuze okwengeziwe kubafundi be-Kindle, inani labo elalikhula ngokushesha emakethe.
Kodwa-ke, le "nkathi yegolide" yase-Amazon yayiyiphupho elibi kuzo zonke ezinye izinkampani ezizama ukungena emakethe ye-e-book. Ukuthengisa amabhuku angaphansi kwezindleko ngeke kuqhubeke isikhathi eside kunoma yimuphi umthengisi ongakwazi ukukhokhela lokhu kulahlekelwa ngenzuzo kwenye imboni. Kodwa-ke, i-Amazon yenze imali njengesitolo esiku-inthanethi ngokukhangisa namasheya okuthengisa. Ngakho-ke, wayekwazi ukuxhasa ukuthengiswa kwe-e-books. Umncintiswano owawunengcindezi bekufanele wehlise amanani ngokungafanele noma umise ukuthengisa izincwadi ngokuphelele. Abashicileli abakwazanga ukwenza lutho ngalesi simo, noma kunjalo, ngoba kulokho okubizwa ngokuthi "imodeli ye-wholesale" (imodeli ye-wholesale) umdayisi unelungelo lokusetha amanani nganoma iyiphi indlela.
Indlela entsha
Ukukhishwa kwe-iPad kwandulela izinyanga ezimbalwa zezingxoxo zikaSteve Jobs nabahlinzeki be-e-book be-iBookstore. Lesi sitolo se-inthanethi se-e-book bekufanele sibe ngesinye sezizathu zokuthenga i-iPad. Abahlinzeki okuza kubo kwakungabashicileli bezincwadi abaphoqelelwe ukuphuma emakethe ngenqubomgomo yentengo ye-Amazon. Kodwa-ke, i-Jobs yayifuna ukuthi i-iBookstore esafufusa isebenze kumodeli yokuthengisa efanayo neyayidale isitolo sokuqala somculo esisemthethweni ku-inthanethi, "iTunes Store," futhi kamuva isofthiwe ye-iOS "App Store," eminyakeni embalwa ngaphambili. Basebenze kulokho okubizwa ngokuthi "imodeli ye-ejensi", lapho i-Apple isebenza kuphela "njenge-ejensi-isabalalisi" yokuqukethwe okunikezwe ababhali bayo futhi igcina u-30% wokuthengisa ukuze usatshalaliswe. Ngakho-ke umbhali ulawula ngokugcwele kokubili intengo yomsebenzi kanye nenzuzo yakhe.
Le modeli elula yavumela abantu ngabanye namabhizinisi amancane ukuthi bangene emakethe futhi baphule ithonya elinamandla lezinkampani ezinkulu ezazinezinsiza eziningi zokukhangisa nokusabalalisa. I-Apple inikeza abafundi abangase babe ngaphezu kwezigidi ezingu-300 kubabhali ku-ecosystem yayo futhi inakekela ukukhangisa nengqalasizinda ye-iBookstore. Ngakho, ngokokuqala ngqa, singene emhlabeni lapho ikhwalithi yokuqukethwe ibalulekile hhayi inani lemali umdali angakwazi ukuyikhokhela ekukhangiseni.
Abashicileli
Abashicileli baseMelika i-Hachette Book Group, i-HarperCollins, i-Macmillan, i-Penguin kanye no-Simon & Schuster baphakathi kwabaningi abamukele "imodeli ye-ejensi" futhi baba abahlinzeki bokuqukethwe be-iBookstore. Lezi zinkampani zenza iningi lezincwadi ezishicilelwe e-United States. Ngemva kokufika kuka-Apple emakethe ye-e-book, base bevele benikezwe ithuba lokukhetha ukuthi bangathengisa kanjani izincwadi zabo, futhi i-Amazon kancane kancane yaqala ukulahlekelwa iningi lemakethe. Abashicileli baphume esikhundleni sabo esingaphansi ne-Amazon futhi ngezingxoxo ezinzima bathola izinkontileka ezivuna kakhudlwana (isb. I-Penguin) noma bayishiya.
[yenza isenzo=”citation”]'Ukulungiswa kwentengo okuphoqiwe emakethe yonke' kwenzekile - kumane kungalungile ngobani. Eqinisweni, i-Amazon ikwenzile.[/do]
Ukuthandwa kwemodeli "ye-ejensi" kufakazelwa nokuthi ezinyangeni ezine kuphela ngemuva kokuqala kokusebenza kwayo (okungukuthi, ngemuva kokukhululwa kwe-iPad yesizukulwane sokuqala), le ndlela yokuthengisa isivele yamukelwe iningi labashicileli. kanye nabathengisi e-United States. Lokhu kuguquguquka ekudaleni, ekuthengisweni nasekusatshalalisweni kwezincwadi ze-e-book kwagqugquzela ukuthuthukiswa kwemboni, ukufika kwababhali abasha nezinkampani kanjalo nokuvela kokuncintisana okunempilo. Namuhla, esikhundleni se-$9,99 engaguquki ngencwadi ngayinye, izintengo zisuka ku-$5,95 ziye ku-$14,95 kumavolumu e-e-bulkier.
I-Amazon ayililahli ithemba
Ngo-March 2012, yonke into yabonisa ukuthi "imodeli ye-ejensi" iyindlela esungulwe futhi esebenzayo yokuthengisa, eyanelisa iningi. Ngaphandle kwe-Amazon, kunjalo. Isabelo sakhe sama-e-books athengisiwe sehlile sisuka ku-90% saya ku-60%, futhi wengeze umncintiswano, azama ukuwuqeda ngazo zonke izindlela. Ekulweleni iningi eliphephile emakethe kanye namandla aphelele phezu kwabashicileli, ithemba selivele lavela kuye ngendlela yecala elifakwe uMnyango Wezobulungiswa wase-US (okuzobizwa kamuva ngokuthi "i-DOJ") ngokumelene ne-Apple nangenhla- ikhulume ngabashicileli abangu-5 ngezinsolo zokubambisana "ekumisweni kwentengo okunamandla " kuyo yonke imakethe.
I-DOJ yenze iphuzu elithakazelisa kakhulu, engivumelana nalo: "ukulungiswa kwentengo okuphoqelelwe emakethe yonke" kwenzekile - kuvele kungalungile ngobani. Eqinisweni, i-Amazon yenza kanjalo lapho, njengenkampani eyodwa ene-90% yemakethe, igcina intengo yezincwadi eziningi (ngaphansi kwentengo yokuthenga) ku-$ 9,99. Ngokuphambene nalokho, i-Apple yakwazi ukwephula umthetho we-Amazon, yavula indawo yokuncintisana.
Ithiyori yozungu
I-DOJ iphinde isole amafemu okukhulunywe ngawo ngenhla ngokubamba "imihlangano eyimfihlo" ezindaweni zokudlela zase-Manhattan. Ngokusobala kungumzamo wokufakazela izinsolo "zokubambisana" kwazo zonke izinkampani ezishiwo ekushintsheni okuphelele "kumodeli ye-ejensi". Uguquko lomhlaba wonke kanye noshintsho kuyo yonke imboni ngeke kube semthethweni, kodwa i-DOJ kuzodingeka futhi igxeke zonke izinkampani zokuqopha ezihlinzeka ngomculo esitolo se-iTunes, ngoba isimo esifanayo ncamashi senzeka eminyakeni eyi-10 edlule. U-Apple wabe esedinga okuqukethwe futhi waxoxisana ngemibandela ekhethekile yokusebenzisana nenkampani ngayinye. Iqiniso lokuthi zonke lezi zinkampani zaqala ukusebenzisa "imodeli ye-ejensi" ngesikhathi esifanayo (isikhathi sokudalwa kweSitolo se-iTunes) akuzange kubonakale kulimaza noma ubani, ngoba kwakuwumzamo wokuqala wokubhalisa ngokusemthethweni ukuthengiswa komculo nge-intanethi. .
Le "mihlangano eyimfihlo" (funda izingxoxo zebhizinisi) yabe isisiza wonke umuntu futhi ayikho inkampani enkulu eqale ukulahlekelwa inzuzo ngalokhu kuthutha. Kodwa-ke, endabeni yemboni ye-e-book, amathoyizi ase-Amazon "avubukuliwe", okumele anikeze abashicileli izimo ezingcono. Ngakho kungaba usizo kuye ukukhombisa ukuthi abashicileli abazange babhekane ne-Apple ngabanye, kodwa njengeqembu. Kungaleso sikhathi kuphela ababengagwetshwa. Kodwa-ke, izitatimende zabaphathi abaningana babashicileli okukhulunywe ngazo ziphika ngokuphelele ukuthi kwakungesona isinqumo somuntu ngamunye senkampani ngayinye.
Ngaphezu kwalokho, ukumangalela i-Apple "ngokulungiswa kwentengo" kubonakala kungenangqondo kimi, njengoba imodeli yabo ye-ejensi yenza okuhluke ngokuphelele - ibuyisela amandla phezu kwamanani emisebenzi ezandleni zababhali nabashicileli esikhundleni sokuthi isethwe ngumthengisi emhlabeni jikelele. Ngakho-ke yonke le nqubo ikhombisa ukubandakanyeka okuqinile kwe-Amazon, ngoba iyodwa izozuza okuthile ngokuvimbela imodeli "yesikhungo" esivele sisebenza.
Ukugeleza kwenqubo
Ngalo lolo suku kwafakwa icala, abathathu kwabahlanu abashicileli abamangalelwa (uHachette, uHarperCollins, noSimon & Schuster) bahoxa futhi bavumelana nemibandela enzima kakhulu yokuphuma enkantolo, ehlanganisa ukuncishiswa kwengxenye yemodeli ye-ejensi kanye nokunye. izinzuzo ze-Amazon. U-Macmillan noPenguin, kanye no-Apple, bazwakalise ukuqiniseka ukuthi izenzo zabo zisemthethweni futhi bakulungele ukufakazela ubumsulwa babo enkantolo.
Ngakho konke kuyaqala.
Ingabe lokhu akuphathelene nabafundi?
Kungakhathaliseki ukuthi siyibheka kanjani yonke inqubo, asikwazi ukuphika iqiniso lokuthi imakethe ye-e-book yashintsha yaba ngcono ngemva kokufika kwe-Apple futhi yanika amandla umncintiswano onempilo (nodlayo). Ngaphezu kwezimpi ezingokomthetho ezimayelana nayo yonke incazelo yegama elithi "ukubambisana", inkantolo izophinde ibe mayelana nokuthi u-Apple nabashicileli bazokwazi yini ukufakazela leli qiniso futhi bakhululwe. Noma bazofakazelwa ngempela ukuthi banokuziphatha okungekho emthethweni, okungase kusho ukuphela kwe-iBookstore kanye nezincwadi zedijithali zezikole, ukubuyela kumodeli we-wholesale kanye nokusungulwa kabusha kwe-Amazon monopoly.
Ngakho ngethemba ukuthi lokho ngeke kwenzeke futhi ababhali bamabhuku basazovunyelwa ukusetha izintengo zemisebenzi yabo futhi bamane babelane ngazo nomhlaba. Lokho kuhlakanipha kuzodlula imizamo ye-Amazon yokuqeda ukuncintisana ngezinkantolo futhi sisazoba nokukhetha ukukhetha kubani nokuthi sizithenga kanjani izincwadi.
[okuthunyelwe okuhlobene]
Nokho, i-Apple ayifaneleki kakhulu ukuncintisana :D
Kufanele ngisho ukuthi ukuvikela i-Apple kuseva enikezelwe kulolu hlobo kuseqophelweni futhi ngiyakuqonda. Nokho, kufanele futhi sikubheke ngokombono womthengi, yingakho ngamukela noma yimuphi umncintiswano owehlisa amanani ezincwadi, kungakhathaliseki ukuthi iyiphi indlela yokuthengisa. Ngakho-ke anginandaba ne-Amazon ethengisa izincwadi ezingaphansi kwezindleko nhlobo. Phela sekusele ezindlini zokushicilela ukuthi ngizobambisana nobani. Hhayi-ke, iqiniso lokuthi i-Amazon ibe nesabelo esingu-90% sale makethe cishe ikhuluma nokuthile, okungukuthi akekho owakwazi ukuthola ukuthi zingathengiswa kanjani izincwadi. Angifuni ukuvikela noma iyiphi yalezi zinkampani lapha, ngakho-ke kungaba kuhle uma zombili bezigcina ziphilile. Njengoba ngishilo, sinokuzikhethela, yintando yeningi, njll.
Kodwa njalo ngokombono womthengi, kwakukhona umzabalazo wokuncintisana lapha, okungukuthi umzabalazo wombhali wezincwadi vs. I-Amazon, njengoba ibhaliwe esihlokweni, ku-iBookstore izincwadi zisukela ku-5.95-14.95 USD, kuyilapho i-Amazon ngokuvamile inenani elifanayo le-9.99 USD;)
Akuyona yini impi yabathengisi ngokumelene nabashicileli? Okusho ukuthi, abathengisi ngokumelene nabathengisi, njengoba izindleko zokukhiqiza i-e-book zincane. Ababhali bezincwadi abakho umaki ngokuphelele njengenjwayelo…
Hhayi-ke, kubonakala kuxakile kimi... uma isiphathimandla esisodwa sisungula ukubusa kolunye uhlobo ngesinqumo saso, kuzomele (iningi elinokhahlo) igunya lokungathembeki laseMelika lingenelele, akunjalo? Kungenjalo, isihloko esithakazelisa kakhulu.