Honza Dvorsky Zaka zoposa ziwiri zapitazo, Apple idapereka pulogalamu yowerengera ma e-mabuku otchedwa iBooks ndi iBookstore - gawo lina la iTunes, mwina ndi ochepa omwe amayembekezera kuti ma e-mabuku akhala otsutsana. Chokopa chachikulu chogwiritsa ntchito iBooks chinali, ndithudi, iPad ya m'badwo woyamba, yomwe inayambitsidwa tsiku lomwelo.
Kugwirizana pakati pa mabuku ndi iPad sizodabwitsa. Tikaganizira za 2007, pamene iPhone yoyamba idawona kuwala kwa tsiku, ndiye CEO wa Apple Steve Jobs adalongosola kuti ndi kuphatikiza kwa zipangizo zitatu: foni yam'manja, yolankhulana pa intaneti ndi iPod yochuluka. IPad yasunga ziwiri mwazinthu zazikuluzikuluzi. M'malo mwa foni, ndi wowerenga mabuku. Ndipo kupambana kwakukulu kwa owerenga a Amazon's Kindle kunatsimikizira chidwi chosalekeza m'mabuku ngakhale m'zaka za zana la 21.
Njira ya Amazon
Ngati mumafuna kugula e-book mu 2010, mwina mudapita kusitolo yayikulu kwambiri pa intaneti yamabuku onse amapepala ndi digito, Amazon. Pa nthawiyo, kampaniyi inagulitsa 90% ya mabuku onse a e-book komanso gawo lalikulu la mabuku osindikizidwa. Ngakhale Amazon idagula mitundu yonse iwiri ya mabuku kuchokera kwa osindikiza pamtengo womwewo, idagulitsa kwambiri digito pamtengo wotsika kwambiri wa $ 9,99, ngakhale idapindula nawo. Anapindula kwambiri kuchokera kwa owerenga a Kindle, omwe chiwerengero chake chinali kuwonjezeka mofulumira pamsika.
Komabe, "m'badwo wagolide" uwu wa Amazon unali wovuta kwa makampani ena onse omwe akuyesera kulowa mumsika wa e-book. Kugulitsa mabuku otsika mtengo sikungakhale kokhazikika pakapita nthawi kwa wogulitsa aliyense amene sangathe kuthetsa zotayika izi ndi phindu mumakampani ena. Komabe, Amazon idapanga ndalama ngati sitolo yapaintaneti kuchokera pazotsatsa ndi magawo ogulitsa. Chifukwa chake, adatha kupereka ndalama zothandizira kugulitsa ma e-mabuku. Mpikisano wopanikizikawo udayenera kuchepetsa mitengo mopanda malire kapena kusiya kugulitsa mabuku. Ofalitsa sakanatha kuchita kalikonse pa nkhaniyi, komabe, chifukwa chotchedwa "chitsanzo chachikulu" (chitsanzo chachikulu) wogulitsa ali ndi ufulu wokhazikitsa mitengo mwa njira iliyonse.
Njira yatsopano
Kutulutsidwa kwa iPad kunatsogolera miyezi ingapo ya zokambirana ndi Steve Jobs ndi ogulitsa e-book a iBookstore. Sitolo iyi yapaintaneti ya e-book idayenera kukhala imodzi mwazifukwa zogulira iPad. Otsatsa omwe adawafikira anali makamaka osindikiza mabuku omwe adathamangitsidwa pamsika ndi mfundo zamitengo za Amazon. Komabe, Jobs ankafuna kuti iBookstore yatsopanoyo igwiritse ntchito mofananamo malonda omwe adapanga malo ogulitsa nyimbo pa intaneti, "iTunes Store," ndipo kenako "App Store" ya iOS, zaka zingapo m'mbuyomo. Adagwira ntchito yomwe imatchedwa "agency model", momwe Apple imangogwira ntchito ngati "ogawa-gulu" pazomwe zimaperekedwa ndi olemba ake ndikusunga 30% yazogulitsa kuti zigawidwe. Choncho wolembayo amalamulira mokwanira mtengo wa ntchitoyo ndi phindu lake.
Chitsanzo chosavutachi chinalola anthu ndi mabizinesi ang'onoang'ono kulowa mumsika ndikuphwanya chikoka chachikulu chamakampani akuluakulu omwe anali ndi zotsatsa zochulukirapo komanso zogawa. Apple imapereka owerenga oposa 300 miliyoni kwa olemba mu chilengedwe chake ndipo amasamalira zotsatsa ndi zomangamanga za iBookstore. Chifukwa chake, kwa nthawi yoyamba, talowa m'dziko momwe zinthu zilili bwino osati kuchuluka kwa ndalama zomwe mlengi angakwanitse kugwiritsa ntchito potsatsa.
Ofalitsa
Ofalitsa a ku America Hachette Book Group, HarperCollins, Macmillan, Penguin ndi Simon & Schuster ali m'gulu la ambiri omwe alandira "chitsanzo cha bungwe" ndikukhala ogulitsa okhutira ku iBookstore. Makampaniwa ndi amene amalemba mabuku ambiri ofalitsidwa ku United States. Pambuyo pakufika kwa Apple mumsika wa e-book, adapatsidwa kale mwayi wosankha njira yogulitsira mabuku awo, ndipo Amazon pang'onopang'ono anayamba kutaya msika wonse. Ofalitsa adachoka paudindo wawo ndi Amazon ndipo chifukwa chokambirana movutikira adapeza mapangano abwino (monga Penguin) kapena adasiya.
[do action=”citation”] 'Kukonza mitengo mokakamizidwa kwa msika wonse' kunachitika - adangolakwitsa ndi ndani. M'malo mwake, Amazon idatero.[/do]
Kutchuka kwa chitsanzo cha "bungwe" kumasonyezedwanso ndi mfundo yakuti miyezi inayi yokha itangoyamba kugwira ntchito (i.e., pambuyo pa kutulutsidwa kwa iPad ya m'badwo woyamba), njira yogulitsira iyi idalandiridwa ndi ofalitsa ambiri ndi ogulitsa. ku United States. Kusintha kumeneku pakupanga, kugulitsa ndi kugawa mabuku a e-mabuku kunalimbikitsa chitukuko cha mafakitale, kufika kwa olemba atsopano ndi makampani ndipo motero kutuluka kwa mpikisano wathanzi. Masiku ano, m'malo mwa $ 9,99 yokhazikika pa bukhu lililonse, mitengo imachokera ku $ 5,95 mpaka $ 14,95 kwa ma e-volumes akuluakulu.
Amazon sikutaya mtima
Mu March 2012, chirichonse anasonyeza kuti "bungwe lachitsanzo" ndi njira yokhazikitsidwa ndi yogwira ntchito yogulitsa, yokhutiritsa ambiri. Kupatula Amazon, ndithudi. Gawo lake la e-mabuku ogulitsidwa lagwa kuchokera ku 90% yapachiyambi mpaka 60%, kuphatikizapo adawonjezera mpikisano, zomwe akuyesera kuchotsa mwa njira zonse. Pomenyera ufulu wambiri pamsika komanso mphamvu zotheratu pa osindikiza, chiyembekezo tsopano chawonekera pa iye ngati mlandu womwe Unduna wa Zachilungamo ku US (omwe tsopano umatchedwa "DOJ") motsutsana ndi Apple ndi pamwambapa- adatchula osindikiza 5 chifukwa chogwirizana ndi "kukonza mitengo mwamphamvu" pamsika wonse.
A DOJ adapanga mfundo yosangalatsa kwambiri yomwe ndimagwirizana nayo: "kukhazikitsa mitengo mokakamizidwa pamsika" kudachitika - zidangolakwitsa ndi ndani. Ndipotu, Amazon idatero pamene, monga kampani imodzi yomwe ili ndi 90% ya msika, inasunga mtengo wa mabuku ambiri (pansi pa mtengo wogula) pa $ 9,99. M'malo mwake, Apple inatha kuphwanya ulamuliro wa Amazon, kupanga malo ampikisano.
Chiwembu chiphunzitso
A DOJ akuimbanso mlandu makampani omwe tawatchulawa kuti amachita "misonkhano yachinsinsi" m'malo odyera ku Manhattan. Zikuoneka kuti ndikuyesera kutsimikizira "mgwirizano" wamakampani onse omwe atchulidwa pakusintha kwa "agency model". Kusintha kwapadziko lonse lapansi ndikusintha kwamakampani onse kungakhale kosaloledwa, koma DOJ iyeneranso kudzudzula makampani onse ojambulira omwe amapereka nyimbo ku iTunes Store, chifukwa zomwezo zidachitikanso zaka 10 zapitazo. Apple ndiye idafunikira zomwe zili ndikukambirana mwapadera za mgwirizano ndi kampani iliyonse. Mfundo yakuti makampani onsewa anayamba kugwiritsa ntchito "chitsanzo cha bungwe" nthawi yomweyo (nthawi ya kulengedwa kwa iTunes Store) sichinawonekere kuti chikupweteka aliyense, chifukwa chinali kuyesa koyamba kuvomereza kugulitsa nyimbo pa intaneti. .
"Misonkhano yachinsinsi" iyi (werengani zokambirana zamabizinesi) kenako idathandizira aliyense ndipo palibe kampani yayikulu yomwe idayamba kutaya phindu mwa kusunthaku. Komabe, pankhani yamakampani a e-book, zoseweretsa za Amazon "zavumbulutsidwa", zomwe ziyenera kupereka mikhalidwe yabwino kwa osindikiza. Kotero zingakhale zothandiza kwa iye kutsimikizira kuti ofalitsa sanagwirizane ndi Apple payekha, koma monga gulu. Akatero m’pamene akanaweruzidwa. Komabe, zonena za mabwana angapo a ofalitsa otchulidwawo amatsutsa kotheratu kuti sichinali chosankha chamakampani.
Kuphatikiza apo, kuimba mlandu Apple chifukwa cha "kukonza mitengo" kumawoneka ngati kopanda nzeru kwa ine, chifukwa mtundu wawo wabungwe umachita zosiyana ndendende - umayikanso mphamvu pamitengo yantchito m'manja mwa olemba ndi osindikiza m'malo mokhazikitsidwa padziko lonse lapansi ndi wogulitsa. Njira yonseyi ikuwonetsa kukhudzidwa kwamphamvu kwa Amazon, chifukwa iyo yokha ingapindulepo poletsa "bungwe" lomwe likugwira ntchito kale.
Njira kuyenda
Patsiku lomwelo mlanduwo udaperekedwa, atatu mwa ofalitsa asanu omwe adazengedwa mlandu (Hachette, HarperCollins, ndi Simon & Schuster) adachoka ndikuvomerezana ndi zigamulo zolimba kwambiri zakunja kwa khothi zomwe zikuphatikiza zoletsa pang'ono pa mtundu wabungwe ndi zopindulitsa zina Amazon. Macmillan ndi Penguin, pamodzi ndi Apple, adawonetsa chidaliro kuti zochita zawo ndizovomerezeka ndipo ali okonzeka kutsimikizira kuti alibe mlandu kukhothi.
Ndiye zonse zikungoyamba kumene.
Kodi izi si za owerenga?
Ziribe kanthu momwe tingayang'anire ndondomeko yonseyi, sitingakane kuti msika wa e-book unasintha kuti ukhale wabwino pambuyo pofika kwa Apple ndikupangitsa mpikisano wathanzi (komanso wolusa). Kuphatikiza pa mikangano yamalamulo pamatanthauzidwe aliwonse a mawu oti "mgwirizano", khothi lidzakhalanso ngati Apple ndi osindikiza azitha kutsimikizira izi ndikumasulidwa. Kapena iwo adzatsimikiziridwa kuti ali ndi khalidwe losaloledwa, lomwe muzochitika zowopsya zingatanthauze kutha kwa iBookstore ndi mabuku a digito a masukulu, kubwerera ku chitsanzo chogulitsa ndi kukhazikitsidwanso kwa ulamuliro wa Amazon.
Ndiye mwachiyembekezo kuti izi sizichitika ndipo olemba mabuku adzaloledwabe kuyika mitengo ya ntchito zawo ndikungogawana nawo dziko. Kuganiza bwino kumeneko kudzapambana zoyesayesa za Amazon zothetsa mpikisano kudzera m'makhothi ndipo tidzakhalabe ndi mwayi wosankha kwa ndani komanso momwe timagulira mabuku.
[zolemba zina]
Chabwino, Apple siyoyeneranso kupikisana nawo :D
Ndiyenera kunena kuti chitetezo cha Apple pa seva yoperekedwa ku mtundu uwu chiri pa mfundo ndipo ndikumvetsa. Chabwino, tiyeneranso kuyang'ana pa malingaliro a ogula, chifukwa chake ndimalandira kulimbana kulikonse komwe kumachepetsa mitengo ya mabuku, mosasamala kanthu za njira iliyonse yogulitsa. Kotero ine sindisamala Amazon kugulitsa mabuku m'munsimu mtengo nkomwe. Kupatula apo, zili ku nyumba zosindikizira ngati ndigwirizana komanso ndi ndani. Chabwino, chakuti Amazon inali ndi gawo la 90% la msika uwu mwinamwake imalankhulanso ndi chinachake, ndicho kuti palibe amene adatha kudziwa momwe angagulitsire mabuku. Sindikufuna kuteteza aliyense wamakampani awa pano, ndiye zingakhale bwino ngati onse adzisunga amoyo. Monga ndanenera, tili ndi chisankho, ndi demokalase, ndi zina zotero.
Koma nthawi zonse kuchokera pakuwona kwa ogula, panali kulimbana kwapikisano apa, ndiko kulimbana kwa wolemba mabuku vs. Amazon, monga zalembedwera m'nkhaniyi, pa iBookstore mabuku amachokera ku 5.95-14.95 USD, pamene Amazon nthawi zambiri imakhala ndi mtengo wofanana wa 9.99 USD;)
Kodi si nkhondo ya ogulitsa ndi osindikiza? Ndiko kuti, ogulitsa motsutsana ndi ogulitsa, popeza ndalama zopangira e-book ndizochepa. Monga mwanthawi zonse, olemba mabukuwa saliponso…
Chabwino, zikuwoneka zachilendo kwa ine... ngati akuluakulu a boma akhazikitsa ulamuliro wa mtundu wina ndi chisankho chake, ndiye kuti (ovuta kwambiri) akuluakulu aku America odana ndi kukhulupilira ayenera kulowererapo, sichoncho? Apo ayi, kwambiri chidwi nkhani.