The Digital Book dethroned the paper book in the U.S.?

The Kindle has now exceeded the hardcover. These last three months, for 100 bound books sold, Amazon has sold 143 eBooks (on the Kindle support) over the past month is 180 pounds to 100 pounds Kindle devices. "The figures released Tuesday, July 20 from Amazon market leader in sales of books online, are impressive. The U.S. group said it had reached a "tipping point" in the United States regarding the sale of digital editions and Kindle, its electronic tablet dedicated to the reading.

However, these figures give only a partial view of reality, the giant online distribution providing only very fragmentary information on its sales. Amazon has announced that purchases of its Kindle had tripled in the United States since he dropped the price of the object, 259-189 dollars (200-150 euros) on 1 July, but he refuses to give precise figures.

Figures in trompe l'oeil. The "tipping point" Reported by Amazon is very relative. The bound editions are far from representing all of the book market: according to figures from the Association of American Publishers, the latter accounted for 35% in 2009 sales, against 56% for paperbacks - and 3% for electronic books. Even if digital editions are experiencing strong growth, with 200% increase between May 2009 and May 2010, their market share still represents only 8.5% in the U.S., a country where the rate of equipment is the highest. The eBook is still far exceed the printed book.

The criterion of the number of sales highlighted by Amazon is also misleading, says the specialist sector Hubert Guillaud sheet on his blog. "To sell a book paying for the Kindle is not the same as selling a book bound paper, 15 or 20 dollars on average. 80% of books sold on the Kindle cost less than $ 9.99 and many, including the best-selling, are only 3 or 5 dollars. " For the price of a hardcover edition, the consumer can buy two to five e-books. A fair comparison of the two carriers would require access to revenues generated - the information that Amazon.com refuses to communicate.

A communication timing. Amazon is not his first attempt in communication sensational book on the development of digital in December 2009, the company had already announced that "on Christmas Day, and for the first time in history Customers of Amazon have bought more books than paper books Kindle. A performance that was neither significant nor dramatic: December 25, orders are particularly weak, and the new owners of their Kindle reader via étrennent their first order.

The Amazon ads never made randomly. If the company chose to disclose those figures Tuesday morning, hours before publication of quarterly results from Apple, the computer giant, is because the group recently faced increased competition. The key market, said Amazon is not so much the book shelf. The Kindle is in fact directly linked to the online store to Amazon, its owner is so loyal, in the same way that iTunes users, the synchronization software for iPhones, iPod, iPad, which are more strongly motivated to buy their music through Apple's online store.

Under pressure from Apple and Google trade. So far, no tablets competing Kindle has managed to win. But in recent months, Apple and Google are threatening the stranglehold of Amazon in this market. Not to mention competitors already in this niche, such as publishing group Barnes & Noble, which owns 20% of the distribution of digital books in the United States.

With the launch of the iPad tablet in early April - sold over three million copies around the world - Apple is trying to impose its own online bookstore, iBooks. If, for now, its catalog is provided less than Amazon's, the pool of potential customers is huge, both iBooks running on the shelves of Apple and iPhones.

The book Google competition, the American search engine is not as front. But its Google Books, which account according to the group more than 10 million digitized books, ultimately threatens the position of Amazon.com. By offering a very large number of public domain books free, Google has a lure of choice, free digital books being downloaded that much more pay. If he manages to resolve the thorny issue of copyright, Google will very quickly how to capitalize on images of Appeal, with the planned launch this summer on his own pay online bookstore, Google editions.
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The search engine does not build a dedicated terminal for reading, but many projects under way provide digital tablets to use Chrome or Android OS, both operating systems developed by Google and integrating the various company departments.

New compatibilities. Faced with these two competitors, Amazon does not just communicate. The company has also responded by slightly deflecting their strategy, thus lowering the price of its launching pad and especially in March, applications for the Kindle and iPhone Apple iPad. Software that feature audio and video features that are not yet available on Kindle.

Late June, Amazon has continued this policy of openness by announcing the launch of Kindle applications for mobile phones using Google's Android and RIM Blackberry.

With 620,000 references claimed, a historical presence in the niche market of distribution and competitive pricing, Amazon is expected to overtake its competitors in this sector. But despite a slight revenue decline in the printed book in the United States, the undivided domination of the digital book is not for tomorrow in the month of May sales of hardcover, far from collapsing under the Digital editions pressure, increased 43% compared to 2009, according to the American Association of Publishers.

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