Bücher und Zeitungen auf dem iPad – ein neues Geschäftsmodell für die Print-Verlage?
Steve Jobs hat vor einigen Wochen das iPad vorgestellt. Viele kritisieren seitdem, dass es sich bei dem Gerät lediglich um ein vergrößertes iPhone handelt – nicht aber um die erwartete Innovation.
Ich muss zugeben, dass auch ich nach der Vorstellung ziemlich enttäuscht war. Sowohl die Hardware als auch das vorgestellte Interface unterscheiden sich nicht deutlich vom iPhone. Der große Aha-Effekt blieb zumindest aus. Ob ein echter Bedarf für diese neue Gerätekategorie besteht ist IMHO fraglich.
Ich glaube dennoch, dass das iPad ein Erfolg werden kann. Dafür gibt es eine ganze Reihe von Gründe. Die “Coolness” und der “haben-will” Faktor von Apple tragen sicherlich ihr übriges dazu bei.
Ein weiterer Erfolgsfaktor können aber auch die eBooks sein. So ist der im Vergleich zum iPhone vergrößerte Screen ein wichtiger Aspekt, um andere Sachen als mit dem iPhone anstellen zu können. Beispielsweise Bücher oder Zeitschriften lesen.
Der Markt entdeckt diesen Einsatzzweck gerade für sich und versucht bereits Begehrlichkeiten bei potentiellen Anwendern zu schaffen. Interessant ist die Frage ob eBooks auf dem iPad wirklich funktionieren. Beim Kindle ist der Erfolg und die Euphorie ja nicht so wahnsinnig hoch. Warum sollte es beim iPad also besser klappen?
Das eBook-Format vom Kindle kann übrigens vom iPad nicht gelesen / verwendet werden.
Zeitungsverleger und auch Buch-Verlage machen sich vor allem aufgrund der Multimedia-Features Hoffnung, das iPad (bzw. die Apps) als neues Geschäftsmodell zu etablieren.
Klar ist, dass Bücher nicht als 1:1 auf das iPad zu übertragen sind, um neue Begehrlichkeiten zu schaffen. So werden wohl viele der Bücher nicht als eBooks daherkommen sonder vielmehr Apps sein.
Ich hab mir grad mal überlegt was die Nutzungsmotivation von Usern ist, eBooks auf dem iPad zu konsumieren. Mir ist dabei auf die schnelle folgendes eingefallen:
Magazine und Zeitungen
- Der Content ist aktuell (sicher ein Killer-Feature). Wie oft habe ich schon den Spiegel gekauft und ich kannte bereits 2/3 der Inhalte …
- Personalisierung (nur das lesen, was einen auch interessiert)
- Einbettung von Bewegtbild
- Lokal relevanter Content (durch GPS). Dies ist bei Reisemagazinen, Veranstaltungstipps etc. sinnvoll
Bücher
- Chat mit anderen Nutzern oder dem Autor
- Interaktive Lernbücher (Nutzer kann “mitmachen” und erhält ein direktes Feedback bei den Antworten)
Was fällt euch noch so ein?
Sowohl bei Zeitungen als auch bei Büchern kann man Lesezeichen verwenden oder die Schriftart ändern. Bei Zeitungen kann man dann bestimmt auch zwischen einem 2- und 3-zeiligem Layout o.ä. wählen.
Ich denke, dass sich viele Verleger auf das iPad stürzen werden. Hier haben sie eine geschlossene und multimediale Abspielplattform, mit der sie Geld für ihre Inhalte einnehmen können. So sind beispielsweise auch Zahlungen pro Ausgabe, Abo oder Rubrik denkbar. Etwas, was im Web ja nur sehr bedingt funktioniert.
Spannend ist dann aber auch zu sehen wie viel diese neuen Angebote dem Kunden wert sind.
This entry was posted on Mittwoch, März 3rd, 2010 at 18:04 and is filed under Trend, Usability. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
20:34 on März 18th, 2010
[...] werden, wodurch eine dynamische Anpassung des Textes möglich wird. Auf diese Weise wird das Lesen sicherlich angenehmer als bei einem herkömmlichen Smartphone. Werde es bei nächster Gelegenheit [...]
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