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With butterflies against Amazon
Since last Thursday, the Tolino Shine is on the market. The Tolino is to be a counter-design to Amazons Kindle. The booksellers Weltbild, Thalia, Hugendubel and Club Bertelsmann as well as Deutsche Telekom have joined together. The whole thing is advertised, among other things, with an elaborate TV campaign in which butterflies bring book shelves to fly.
However, the weaknesses of the product are revealed by Chip.de. They are not only technical in nature, but also in the basic concept: books, which the customers bought at Amazon, they can not use on the Tolino.
A good way gambled
This should considerably complicate the change for all previous Kindle customers. Despite all the resentment against the giant. Here you lose the opportunity to build a unique selling proposition towards Amazon with an open system.
Yeah, that has system. The customers are supposed to buy from Weltbild, Thalia and Co. If you were really serious, you would give away the reader. Or how about: "We change every Kindle into a Tholino?"
Lock customers does not work!
Without such actions, I see little chance in the newly emasculated anti-Amazon alliance. For when will you finally learn that at most monoplists can afford to lock customers up on the Internet?
The idea of Fairnopoly makes much more sense. The Berlin startup deliberately refrains from the business practices critical at Amazon and Zalando and addresses customers and dealers with a consciously social attitude.
Cooperative with user request
As a sign of their goal, the cooperative as a legal form chosen - on their ideal suitability legal form for the Internet age I wrote some time ago, In the meantime, the users also seem to see themselves in the same way, who also acquire cooperative shares through donations. So writes Martin at netzwertig.com:
As part of a crowdfunding campaign, 861 people provided the Berliner Company with a total of 213.413 Euro - significantly more than the minimum target of 50.000 Euro. If almost 1.000 people provide private wealth for an online project, then this is a clear indication of an existing demand.
So it also seems to go without butterflies and huge advertising budget. Martin Weigert, however, doubts that the social will survives the next consumption attack. We want to hope for it - exactly those competitors need Amazon!
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