Not All (e)Books Are Created Equal
Regardless of whether their content is pure or enriched, e-books have yet to achieve mass-market status. E-book readers are so-called "early adopters" whose interest in technical gadgets is as big as their wallet size-they can afford to buy an e-reader or iPad. This group is generally not very price sensitive, and you'd be hard pressed to find many penny-pinching customers who buy e-books today. The "early adopters" also tend to look at the value of an e-book differently than the average buyer: Saving time, greater mobility and higher technological innovation are more important—and thus more valuable—for this group. When setting the price for e-books, publishers are well advised to focus on the willingness of this small target group of customers to pay, and not on what the mass market is willing to spend.
- People:
- Annette Ehrhardt