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.
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.
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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