The ebook market in Italy is still in its infancy, but growing
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Rome – The challenge for Amazon about subscribing to a fixed price for unlimited ebook reading is working. In the first nine months after the service was that offers access to thousands of digital books, Amazon has increased the reading time by 40% among users of Kindle, and those who bought the ‘flat subscription spends 25% more than before in buying books. Russ Grandinetti , vice president of Amazon Kindle with responsibility in the world, smiles and looks at the progressive revolution in book format. The group of e-commerce is known to be very jealous of the statistics, but in this interview Grandinetti tells for the first few numbers of the service.
A new model
The challenge of Amazon came with books and has now extended to a huge electronic market and immediate. The field of books seemed well established, but in July 2014 Amazon has decided to change the model again, proposing a subscription from $ 9.99 a month to read freely between a selection of 600 thousand ebooks . Before Amazon had moved a startup English, Oyster. But Amazon has a huge user base. In November 2014, the service has arrived in Italy. The big question about the model readers would have chosen? And Amazon and publishers would be convenient?
The paradigm of cinema
“Not only Amazon, but the entire industry is in the early steps of a process of understanding of how many books should be part of a subscription service and how not, “says Grandinetti, citing the model adopted by the cinema:” When a new movie comes out, you go to the cinema . Shortly after the film will also be in a subscription on pay TV. It’s a good balance for the producers and the public. ” Also it applies to books? “We and the publishers do not yet know when the life of a book is right to be an ebook, or if part of a subscription service,” admits Grandinetti.
Grand Alliance
The tone is conciliatory. After years of battles with the big US publishers, the Seattle company has managed to renew the sales agreements with industry giants. “Without reopening the whole matter, the conditions needed to be changed. I am happy that in recent months we have managed to find an agreement, “he says Grandinetti talking about the controversy billionaire. “I think we have much interest to ally ourselves that fight,” he adds speaking publishers. “I like to do business in Italy – says – because Italian publishers consider very pragmatic and commercial. Business in a positive way – continues Grandinetti, who understands Italian and facets of language -: Italy has a market where the biggest publishers are also the largest sellers of books, and then have a very clear vision of the market ».
The “numbers” of the flat
The news is that the flat subscription, Kindle Unlimited , it seems to work . “On average, people gain the reading time by 40% compared to what they did before they bought the subscription and spend 25% more in books,” says Grandinetti. Amazon is satisfied: “In every country where we launched the service, when people buy a subscription to read most of the books included in the subscription and of those to be bought separately,” says Vice President of Amazon.
Italy, a little ‘back
The Italian market is still forming. “In the United States and UK is a novel that sold digitally in the printed version – known manager Kindle -. Italy looks quite like the rest of Europe, although it is a bit ‘back: we arrived later, the editors have left later. ” Amazon confirms the estimate of an increase of 30-40% per year market. “We have a certain passion for books , even beyond the measure of the volume of business,” insists Grandinetti. The real challenge is to bring more people to the front page of a book, digital or paper. “Books are important in a world where all media compete for attention. The biggest competitor to the Kindle are not paper books, but social media, other app. ” The battle for attention is growing on.
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