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The following article was published in our article directory on February 24, 2011.
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Ebook Market Growth Maybe Down Sharply

Article Category: Business

Author Name: Amanda xzh

Domestic ebook industry first v - easy to dr HanWang format ipr infringement lawsuit in session. This lawsuit deemed ebook industry to order an important node. HanWang ebook sales because of litigation and become a trial involving the important evidence, HanWang aspects in court again confirmed after the company was declared, sold more than 100 sets of news. The data with the previously industry laison agency forecast basic close - last year global ebook shipments to 12 million or so, HanWang in approximately 10%.

There is expected to say, 2011, ebook market growth from last year's 172.5% shrunk to indicates. In small and medium-sized companies face of survival, and seek for the industry of leader HanWang also obviously intends to speed up its strategic morphological evolution speed, middle survival.

HanWang previously proposed by terminals, three years for three years on platform, three years on the content of development programming, insiders say, to achieve this goal, HanWang at least also face the incremental stress, set up the operation platform, grope for cross-platform digital reading three major challenges. A: increased pressure challenge personal consumption products pricing is on the high side

Analysys international last year, according to figures in the fourth quarter ebook growth and highest, achieve annual 20.11%, whole terminal prices fell and year-end client group purchase quantity increasing become end sales pull litre main reasons.

In the overall market hot under the background of the HanWang on December announced its total shipments Eink ebook products surpass the million mark. However, the high-growth behind, how to realize incremental become HanWang sustained and numerous ebook manufacturers are faced with the problem.

Analysys international analysts SunPeiLin in research report predicts, based on the competent department to combat piracy, marketing operation cost ascension, terminal profit diluted factors, this ebook viewer market incremental will from last year's 168.7% fall to this year's 38.6 percent.

HanWang quarter earnings last year, according to HanWang october-december quarter of the listed company revenue increased by more than 100%, but net profit fell super 50%. Ebook hardware product price decline is considered the most important factor.

After HanWang sales sustainable growth is considered relies heavily on gift market, actually, ebook reign of market started also mostly based on this field. However, this cake obviously cannot become long "dinner."

In fact, demand change has reflected to the terminal. A consumer electronics channel distributor tells a reporter, in the fourth quarter, up from last year HanWang sales started slightly started in HanWang self-supporting monopoly channels, besides, some dealers found selling HanWang already difficult to support business growth, gradually beginning management other product business.

HanWang in to the daily keizai shimbun said in a written interview reply, HanWang in personal consumption market growth faster, but they have a certain region, in eastern coastal areas, such as Beijing, Shanghai personal consumer growth speed greatly western region institutions purchasing, but still major proportion.

HanWang says, in response to the personal consumption market growth, HanWang launched N628, N620, F61 etc more suitable for individual consumer products. Nevertheless, our newspaper reporter discovery, the above three paragraphs query carrying handwritten functional products no less than ci 0.50-1.08 yuan, and N628 even higher than 3000 yuan.

Compared with competing pricing perhaps more intuitive. Since last August shanda into innings later, ebook market whole all valence has towed to 1000 yuan under. Grand pricing 999 yuan, and below that has the electricity, cool than the brand such as low-cost products, on top of this, use industry at present best screen, and can offer free 3G access Kindle3 gray but 1300 yuan, these competitors make HanWang in low end the market such as the case of "TieSuo cross river".

Analysts say that last year HanWang in television commercials, outdoor advertising devotes a lot of money in the ascent HanWang brand value at the same time, cost increase has abnormal rapidly. Meanwhile, HanWang product strategy is a notable factors. A consumer electronics makers product manager told the daily economic news "analysis, says its HanWang ebook to have multiple series products, model is numerous, only a product compared the grand and each generation of a type of Kindle, r&d, open mold, manufacturing cost is higher.

All of these factors make HanWang in adjustment of product price flexibility damaged. A HanWang internal executives told the daily economic news "admit, the situation is to develop their personal foregoing consumption market formed pressure. Challenge 2: hardware platform origin how makes content card?

Compared with ebook sales, terminal market business model of straighten out and content operation platform looks more like HanWang future attention to its core. HanWang chairman zhang lei, a special assistant to the daily economic news says that, in the initial stage development after the HanWang ebook viewer after two steps will be digital publication and digital reading layout.

That, however, for hardware manufacturers from HanWang is not easy.

In ebook sales process, to obtain more content to support and needs to obtain publishing support.

Now being mentioned more topic is the HanWang preinstalled book mode. As for consumers provide value-added services, such as HanWang ebook manufacturing chamber of commerce in hardware, preinstalled part of books. However, there is publishing personage thinks, HanWang open the price is too low. Reporter in the interview that HanWang for most preinstalled in this book per 100 yuan to 300 yuan price buyout year digital copyright preinstalled rights, press one million shipments calculation, each book each pre-installed is extremely low cost.

Meanwhile, make publishing gripe is, HanWang for preinstalled books did not execute "secret" one book, namely the pre-installed book content can export. Currently with HanWang lawsuit of dr Yang hong yi CEO this summed up as follows: "press got a year of capped whereas ruined the whole book, but digital copyright of the future."

For HanWang preinstalled book problems, in about chief told the daily economic news says, relevant preinstalled book and there was no specific press measures of revenue losses, and called on the press for past "resource dependence operating mode to make changes.

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