MARKETING

Launch of Digital E-Books and E-reader in UK Market

Launch of Digital E-books and E-reader in UK Market

Introduction

The objective of this digital e-marketing strategy is to launch E-books and E-reader in UK digital book publishing industry. The E-reader is specifically launched for consumer segment of for higher education institutions covering students, teachers and other academics. E-books is one of the latest trend among many of digital products offered and many personal computers and other dedicated hardware have been made compatible such as digital book readings devices, general purpose software on cell phones and software book readers which made it compatible to read even the 100 years old books (Hall, 2010). All these things have changed the book publishing industry in United Kingdom today where many personal computers and personal digital assistants (PDAs) have been designed to run these devices and software to read e-books (Ryan & Jones, 2011).

The general design of E-reader is illustrated in figure 1. The market of this technology has already led many big competitors in UK to launch their products in e-book product-line and offering to various consumer segments ranging from businessmen, students, teachers, economists and general internet users. Many of these products are launched in UK by the presence of large player such as Amazon.com who is enjoying large market share. In addition, E-reader is launched by various technology oriented companies such as Sony, Samsung and the like (Wertime & Fenwick, 2008). The consumer preferences in purchasing books have completely changed in United Kingdom specifically for those that seek books for higher education studies. The traditional books publishing market in United Kingdom is already moving towards to maturity stage on product life cycle and most publishers and books sellers consider the probability of decrease in future sales of books especially in higher education section. On contrast, it is found that e-textbooks of higher education will increase substantially in next 2 years up to 10% of total income from a title (IDPF, 2010).

Idea of the Product

UK book publishing market of the higher education shows great potential for E-reader to as compared traditional printed books. Various market trends and development in United Kingdom have supported this product idea of digital e-books. These trends impact almost all institutions across higher education across nationwide (Ryan & Jones, 2011). Various trends have been focused which book publisher must consider to exploit the market opportunities of digital books publishing in UK. These developments and growth trends range from increase in number of students which include native as well as foreigners. Further, there is tendency in United Kingdom as well as to deliver high quality education to those students to meet the standards of emerging and fast oriented world and all this have changed the learning attitudes of students as well as teaching practices and delivery modes (Wertime & Fenwick, 2008). The idea of product have also been derived from current trend which is impacted from information and communication technologies across all the globe which makes it imperative for various educational ...