e-book industry chain has not yet formed a fierce battle Zhongyong

This time, even Murdoch also "applause", applause to the ipad.　　On the April 3, when the ipad was listed in the United States, News Corp's Chairman gave the ipad a positive comment on "Saving the paper", and the businessman's eye, from the tablet screen, saw another avenue to pay-for-reading. Should the manufacturers of E-readers applaud this?　　On the contrary, the manufacturers who already hold E-readers have opted for silence. By reason of rationality, they can't see whether the ipad is an opponent or an ally-although in 2009, according to INSTAT company's forecast, E-book shipments will reach 2.46 million units, with an average price of 2500 yuan per unit, at least 6 billion yuan sales.　　The latest report from research firm NextGen also shows that until 2013, the global E-reader market will maintain a 124% annual composite growth rate, and will be at the end of 2013 to exceed the 2.5 billion dollar market size, if the INSTAT estimate, the market will reach nearly 8.6 billion U.S. dollars size.　　Yearn, so are Chinese companies.　　In early March, the IPO, which closed at 82.11 Yuan on its first day, enjoyed about 102 times times earnings, a company known for handwriting recognition, which has invested in E-book manufacturing and sales based on E-ink technology in the past two years, and said it sold 270,000 E-books in 2009. In addition to the Han Kings, there are also: in the early years, the founder group, which provided digital library technology and obtained 500,000 volumes of digital book copyright, after several acquisitions, formed "A grand company with 50 billion characters (250,000 words a book to calculate, about 200,000 volumes) and a daily new 60 million word" content platform.　　And the following telecom operators came in, including Huawei, telecommunications equipment and solutions providers including Datang Telecom, and finally, content providers such as media and publishers, Southern Weekend, have shown their intention to launch their own e-readers, and the Longyuan Journal has launched an E-book terminal ... Unlike the U.S. market, China does not have Amazon, the nascent e-book industry, still selling hardware as the main profit model. In addition, there is a stalemate in the E-book market in China, such as terminal manufacturers, operators and Internet content providers.　　In the initial stage of industrial germination, everyone wants to master the right of speech, and thus build a business model of their own. The problem is that the E-book industry chain has not yet formed, and the ipad represents a tablet that has been born; April 9-11th, "China's first E-book Expo and Industry Summit Forum" held in Shenzhen, the theme of which includes "tablet computer impact on E-books" discussion. Is there such a possibility that e-books are not yet developed but are aging early?　　Industry and media praise for E-books, will eventually become a "hurt Zhongyong"? The difficulty of alliances in the E-book industry chain, terminal manufacturers are not strong.　　But they want to pull content providers into the league and get through the chain. StudyChinese e-books before the situation of a stalemate, may wish to take a look at the electronic industry based on E-ink technology of the composition of the chain. e-book industry chain, the upstream production of electronic paper substrate, technical barriers to the highest, can be produced only E-ink company (with electronic ink technology patents, 2009 by Taiwan Yuan Too technology acquisition), friends Tatsu photoelectric shares of the Sipix company's micro-cup (Microcup) technology also has a certain degree of competitiveness. Middle-stream Electronic paper module manufacturers mainly concentrated in Taiwan, Yuan-tai technology occupies about 80% of the market share. The downstream E-book terminal maker, Amazon and Sony, accounts for more than 80% of the share.　　The two content resources have also been formed: Amazon has a sophisticated E-book business platform, in 2009, Sony through the joint Google access to content resources.　　In the US market, when the Kindle is used to download best-selling books, American consumers need to pay 9.99 of dollars, so long as it takes only a minute to order and download a book after first verification. 2007 Amazon Bookstore in the United States launched the Kindle E-book reader. The second generation of products Kindle2 3 months after the listing in February 2009, sales reached 240,000 units, sales revenue of more than 100 million U.S. dollars.　　The success of this model is: Amazon's powerful book resources attract users to buy kindle,kindle good reading experience and attract users to download book resources, both of which are thrust. Domestic E-book companies, neither Amazon-style platform, in the screen resources and hardware manufacturing also does not have a special advantage, mainly to the yuan too technology to buy e-ink screen, and then assemble the hardware. At the same time, as in the US market, e-book companies face the "hostile mood" of traditional publishers. As the market is still in the incubation period, the upstream content provider is also "read", the digital content of the supply of cautious.　　For e-book companies, "Rice can be a pot", only the joint copyright party, can cultivate a mature industry. So, grand in the building "cloud Library", Han Wang has "Han Wang book book", founder launched sweet potato Net ... However, the shortcomings of repeated negotiations, so that the content of the resources to overlap, because almost every company has a corresponding team to talk about copyright cooperation, publishing houses, newspapers, periodicals ...　　For example, Citic, the Great chapter publishing house and the large media groups, are also able to receive these e-book companies to throw the "hydrangea." Shanda Literature President Hou is clearly aware of the "concerns" of content providers in the industry chain, and the results of digitization may directly threaten traditional publishing, and publishers may not be willing to open their paces.　　Therefore, the grand literature only talk about publishing house "stock" copyright assets of the digital, the future of the "incremental" part, give, when to give, for the time being you can only choose. Liu, chairman of the Han Wang, "the construction of the content platform is a long process, not so simple, can be impatient, at least five or six years, the upstream to complete this big turn." [Page]It claims to have about 500,000 copies of digital books, founder Digital rights business trader, Group senior vice president of China also said that the traditional publishing companies are watching, "the mood is very complex", and "wait and see in two categories of people, a kind of willing to take out resources on the platform to cooperate;" Some large publishing group, want to do their own, digital resources as a treasure, Unwilling to release. At present one of the biggest problems, everyone wants to be the boss. "Therefore, in addition to Shanda has a grand literature, founder owned Digital library Resources, other companies have most of the copyright protection period of books (note: China, Hong Kong and Taiwan, the protection period is 50 years after the death of the original works)."　　If it is a bestseller or a bestseller that has not been protected for a period of time, it is necessary to deal with copyright issues with publishers and authors. It can be said that the use of E-ink technology E-book companies, on the one hand, to assume the upstream screen resources due to the monopoly of the high cost, on the other hand, after the sale of hardware, currently can not sell digital copyright content to obtain revenue.　　In the development of China's digital reading industry, the user's habit of paying for reading has not yet developed, copyright protection technology and legal means checking, E-book company's profit source is still mainly hardware sales.　　Shanda abandoned the introduction of the name "Kam book" Electronic reader, currently only focused on operating digital copyright content platform, and these reasons are not unrelated.　　The mode of debate is still in the start-up stage of the Chinese market, can be in the E-book market to form the right to speak the model may have two kinds: operator-led and equipment manufacturers dominate.　　Grand Abandonment, the Assistant President of the Long Chunhui Business Solutions company, appears to be a good game.　　Can say, based on the E-ink technology E-book profit model, is created by Amazon, it can be successful, in its ebook, is a successful content platform, a successful E-commerce platform, but also a successful content aggregation platform.　　But in China, there is no Amazon, only Amazon model followers. The Grand "Cloud Library" is such a pattern. It is understood that the "Cloud Library" model provides access to content providers, such as Super Star, Tianya and large magazine content resources, can be found in the Grand platform content access. Prior to this, Guangzhou's Golden Toad Software is also promoting its core "epost" mode, but also for content providers to establish an interface to form an online "electronic book City" aggregation points.　　These "cloud platform" construction, the goal is to aggregate more content resources, for future paid download reserve "fodder". Liu, chairman of Hanwang, appreciates Apple's App store. Apple stores are also "terminal + content" a practice mode, from the handset terminal sales to the content of the charge, to bring Apple two profit points.　　Therefore, the Han Wang also from the hardware manufacturer's identity gradually to the content Platform transformation, and strive to build a "terminal + content" of the complete industrial chain. In the course of these "Amazon" platforms, there have been entry from the Internet literature, as well as from newspapers and periodicals,Or a League of interests with publishers.　　Overall, the manufacturers increasingly focus on the content upstream, are hoping to sell hardware based on the diversification of the source of profit. However, under this model, some companies also began to differentiate.　　For example, to abandon the hardware manufacturing links, specialized business content, or to start to choose a foundry model to increase the sales of e-books. Sheng represented the company, began to consider specializing in content management platform, discard hardware manufacturing links. Hou that this is actually a game process, "Shanda literature, terminal manufacturers, content providers to gain, this is a dynamic process, depending on the strength of the comparison, we should jointly plan the rational model."　　Now, Shanda has contacted more than 50 hardware manufacturers, mainly hope that each other in the Grand software and hardware solutions based on the use of a grand content platform and system solutions. and founder of the model is part of the hardware outsourcing. Founder Technology Chairman Fang Zhenghua said, "design, technology, tooling, chip systems, etc., are doing their own, the other parts of the assembly for outsourcing." [Page] At the same time, Liu is still hesitant about whether to be a grand substitute.　　"The other side is too strong", Shanda hope that Han King accept their system solutions, but Han Wang wants to stick to their core content. But the idea of the golden Toad software seems more open. It began to produce readers for the long Source journal network. Golden Toad has its own brand "Yi Doctor" ebook products, but also to help the Dragon source periodicals network production has no own brand logo of e-books, built-in Longyuan electronic periodical module, including business finance, political news, cultural leisure, education and other categories of Journal; and the third source of income,　　is to sell the reading format EBA developed by the company separately. The market is getting more and more lively, so that telecom operators and equipment makers are also entering the e-book industry in their own way. Wanguo's research report even said: Still in the start-up stage of the Chinese market, can be in the E-book market to form the right to speak the model may have two kinds: the first is operator-led: operators as a link between the content and the end of the link to become the industry's controller; second, equipment manufacturers dominate, similar to Amazon mode,　　The biggest feature of its business model is the simultaneous control of terminal equipment sales and reading content downloads. May 2009, China Mobile announced G3 electronic reader customization program. After that, it buys Taiwanese manufacturers ' e-readers and plans to work with digital content companies in Taiwan. In September of that year, China Mobile announced the depth of custom 3G E-books, the content and terminal effectively combined.　　It is a sample of cooperation between operator and terminal manufacturer. December 2009, Datang Telecom TD electronic reader through mobile testing, MSI plans to launch a dual-screen e-reader and 3D notebook, Huawei first released its mobile reading integration solutions and products ...　　As the entrants gradually increased, the competition and cooperation samples were also concerned. "E-books up, all sides have to give in, scalable business model, must be open, dynamic, rational and full of compromise.　　"Hou that in the search for a sustainable business model, we need the dynamic cooperation of stakeholders, and it takes time to reach a tacit understanding." Today's model has entered two adjustment and optimization phases, compared with the similar 2008 model of hardware entering the E-book market. From then on, there is a clear difference between the US market and the Chinese market: The United States does not have so many content suppliers, operators and equipment companies have not yet entered the e-book market, naturally there will not be such a variety of competitive means.　　But in China, the bullish outlook for the market and the transformation of the digital publishing industry have helped to increase the number of entrants, which could create bubbles. Next, the lower cost of the screen may exacerbate this wave of competition. A few years ago, the competitive landscape based on the E-ink model may produce new changes.