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{Replica} Competition Uses Anti-Amazon Discussion: Butterflies & Fair Trade
By Simone Janson (More) • Last updated on October 12.03.2013, XNUMX • First published on 12.03.2013/XNUMX/XNUMX • So far 6846 readers, 1166 social media shares Likes & Reviews (5 / 5) • Read & write comments
There has been a lot of discussion about Amazon's business practices in the past. But while some are still complaining that political action must be taken against the Internet giant, resourceful entrepreneurs - coincidence or not - have developed concepts to wrest market leadership from Amazon. However: Only one thing is really well thought out.
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With butterflies against Amazon
Since last Thursday, the Tolino Shine is on the market. The Tolino is to be a counter-design to Amazons Kindle. The booksellers Weltbild, Thalia, Hugendubel and Club Bertelsmann as well as Deutsche Telekom have joined together. The whole thing is advertised, among other things, with an elaborate TV campaign in which butterflies bring book shelves to fly.
However, the weaknesses of the product is revealed by the above test by Chip.de. They are not only of a technical nature, but also lie in the basic concept: books that customers bought from Amazon cannot use them on the Tolino.
A good way gambled
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This should make the change considerably more difficult for all previous Kindle customers. Despite all resentment against the giant. Here one gambles away the possibility of a unique selling proposition compared to Amazon with an open System build up.
Yes, of course, it has a system. Customers should please buy from Weltbild, Thalia and Co. But if you were really serious, you would give away the reader. Or how about: "We are exchanging every Kindle for a Tholino?"
Lock customers does not work!
Without such actions, I see little chance in the newly forged anti-Amazon alliance. Because when will you finally learn that only monoplists can afford to have customers in the Internet lock up?
Much more Sinn does that Idea by Fairnopoly. The Berlin start-up deliberately wants to avoid the business practices that are critical at Amazon and Zalando and addresses customers and retailers with a consciously social attitude.
Cooperative with user request
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As a sign of their goal, the cooperative as a legal form chosen - on their ideal suitability legal form for the Internet age I wrote some time ago, In the meantime, the users also seem to see themselves in the same way, who also acquire cooperative shares through donations. So writes Martin at netzwertig.com:
As part of a crowdfunding campaign, 861 people donated the Berliner Companys with a total of 213.413 euros from – clear more than the minimum target of 50.000 euros. If almost 1.000 People privates assets for an online project, then this is a clear indication of an existing demand.
So it also seems to go without butterflies and huge advertising budget. Martin Weigert, however, doubts that the social will survives the next consumption attack. We want to hope for it - exactly those competitors need Amazon!
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Here writes for you
Simone Janson is publisher, Consultant and one of the 10 most important German bloggers Blogger Relevance Index. She is also head of the Institute's job pictures Yourweb, with which she donates money for sustainable projects. According to ZEIT owns her trademarked blog Best of HR – Berufebilder.de® to the most important blogs for careers, professions and the world of work. More about her im Career. All texts by Simone Janson.
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2 responses to “{replica} competition uses anti-Amazon discussion: butterflies & fair trade”
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The system has other weaknesses. For example, the e-book shops of these chains do not offer the diversity of the Kindle store. And the cloud to back up the books is actually only meaningful if you can sync the books across multiple devices. But who is going to get several Tolino Shine, except perhaps a family, but which will probably hardly use the same account? It would be useful if there were clients for the smartphone, tablet and PC, as with Kindle, so you can also access his books if you do not have the e-book reader. But there is nothing to be seen of it. And then there are some that the e-book reader simply technically not particularly find, especially since he also no special attitudinal features, apart from perhaps the price. What he can do technically, others could have long before. You're really wondering what sort of sleeping hats are behind such an impenetrable campaign.
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Well look at the German publishing landscape: I wonder at most that the dominions believe to be able to proceed with such a campaign against Amazon. A pity about the vertane chance, the time could not be more favorable.
Thanks also for the great additions to the use: that everyone eBookReaders want to enforce its own, closed system in the market, is the great weakness of the eBookMarket: The customer does not know which system to take. This reminds me a bit of the discussion about mobile payment, which has not progressed since 10 years ago.
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