{Replica} Competition uses anti-Amazon discussion: butterflies and fair trade

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About the business practices of Amazon was much discussed in the past, But while some still complain that one must act politically against the Internet giants, resourceful entrepreneurs - coincidence or not - have developed concepts to squeeze Amazon's market leadership. However, only one thing is really well thought out.

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Simone Janson Simone JansonSimone Janson is publisherConsultant and head of the Institute's job pictures Yourweb.


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.

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Yes, of course, it has a system. Customers should please buy from Weltbild, Thalia and Co. But if you were really serious, you would give away the reader. Or how about: "We are exchanging every Kindle for 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?

Much more Sense that's where the idea of ​​Fairnopoly comes from. The Berlin start-up deliberately wants to forego the business practices critical of Amazon and Zalando and addresses customers and retailers with a deliberate 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 Berlin company with a total of EUR 213.413 - significantly more than the minimum target of EUR 50.000. If almost 1.000 people provide private wealth for an online project, this is a clear indication of an existing demand.

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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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  1. Benjamin Wagener

    The system has other weaknesses. For example, the e-book shops of these chains do not offer the diversity of the Kindle store. And the cloud to back up the books is actually only meaningful if you can sync the books across multiple devices. But who is going to get several Tolino Shine, except perhaps a family, but which will probably hardly use the same account? It would be useful if there were clients for the smartphone, tablet and PC, as with Kindle, so you can also access his books if you do not have the e-book reader. But there is nothing to be seen of it. And then there are some that the e-book reader simply technically not particularly find, especially since he also no special attitudinal features, apart from perhaps the price. What he can do technically, others could have long before. You're really wondering what sort of sleeping hats are behind such an impenetrable campaign.

    • Simone Janson

      Well look at the German publishing landscape: I wonder at most that the dominions believe to be able to proceed with such a campaign against Amazon. A pity about the vertane chance, the time could not be more favorable.

      Thanks also for the great additions to the use: that everyone eBookReaders want to enforce its own, closed system in the market, is the great weakness of the eBookMarket: The customer does not know which system to take. This reminds me a bit of the discussion about mobile payment, which has not progressed since 10 years ago.

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