Qu Lili
The first of electronic books market " giant " the war is formal start shooting, on April 11, american judiciary mentions to malic company antitrust lawsuit, accuse its are suspected of with its 5 his the biggest books publisher are strung together seek operate electronic book value. The forerunner that the person that the accusation of American judiciary is benefited directly is American electron books -- Yamaxun (small gain) .
In fact, antitrust lawsuit shows apple and Yamaxun are in continuously the intense competition of electronic books domain, of the apple " sell goods on a commission basis mode " with Yamaxun " wholesale mode " accept the challenge that comes from the market and regulation really, litigant trend will affect electronic books market of the United States and the future of whole publication industry to move toward directly.
The material that publishs according to American judiciary shows, current, 3 publisher (HarperCollins, hachette And Simon&Schuster) already was reached with American judiciary reconcile, and additionally two publisher wheat overcome Mi Lun (Macmillan) and penguin publish a group (Penguin Group) and apple insist to want to have suit after all.
Of the mode of electronic books market contend for
Malic mode gives Yamaxun pattern brought enormous challenge.
To the apple, whether the victory is gained in this lawsuit, will matter to its to did not sell the position of the market directly. This antitrust lawsuit more resemble be the mode of electronic books market contending for.
Mention in American judiciary of antitrust lawsuit the following day, malic spokesman Kairuisi (Natalie Kerris) expresses, american judiciary " conspire to hold the accusation that controls electronic book value to the apple completely disloyal " .
"Malic IBookstore(online bookshop) after coming out 2010, stimulated innovation and competition, broke publication line of business Yamaxun alone old structure, at the same time the user can be benefited from inside more interactive and interesting electron book, use program store as ours, concessional development business sets a system of fixed quotas for grain production to taste the price, electronic book price also is decided by publisher. " Kairuisi says. resealable bags
However, according to the indictment of American judiciary, "We are affirmative, be in early Spring 2009, the high level of this company that in sueing, includes already began to cooperate, eliminate the price between electronic books business to compete, raise book price with this. Raise book price with this..
According to the content of the indictment, one is signed between apple and publisher so called compete instead " most-favored-nation " wage agreement, the content of this agreement includes to rise, repair and steady retail prices, will hit pattern of Yamaxun's cheap electronic books price with this, and apple and of these publisher high levels meet to also be identified regularly one part of the agreement.
Nevertheless, the indictment earlies childhood, canon ef 15mm publisher agrees with this agreement, because have only,be such, they just can master price power, need not follow the sale pattern of the electronic books that Yamaxun builds agai free memory laptop toshiba n.
American attorney general Eric Huoerde says in a statement, "In investigation, we discover, among them a CEO even shopkeeper of an electron book punishs agitate another shopkeeper, because latter did not support this illegal agreement. " the plot that Huo Erde represents apple and publisher at the same time brings about consumer floriferous when buy millions dollar.
Notable is, this second lawsuit apple and Yamaxun the competition between electronic books mode carries directly went up desktop.
What carry out in Yamaxun " wholesale mode " under, yamaxun allows publisher set trade price case, and oneself sell with the condition close to lose money in business, as we have learned, 2010 the apple rolls out IPad around, with the electronic books market that Yamaxun gives priority to, price of new hair books already fell to be controlled to 9.99 dollars. This one mode let Yamaxun hold monopoly position almost in electronic reader market, other production firm is challenged very hard.
When the apple rolled out IPad 2010, the apple pursues in the electron to break Yamaxun of book market field " unify country " , must search new management strategy. Subsequently, the apple reachs with 5 big publisher " sell goods on a commission basis mode " , that is to say, as the person that content is offerred, publisher can establish the price of electronic book directly, the channel that carries malic shop next is divided into to it. Every sell the apple an an electron book will get the deduct a percentage from a sum of money of 30% from which, at the same time publisher acceptance is offer the best selling memory card digital cameras red to the apple best the price.
Management mode of the apple wins apparently came the welcome of large publisher, because large publisher often has bigger cost, raise book value to be helpful for covering its cost, raise its profit margin then, meanwhile, small publisher also expresses to welcome in, because large publisher raises book price, the price advantage of small-sized publisher also ability is more apparent.
Apparent, malic mode gives Yamaxun pattern bring enormous challenge, rely on low to read originally gain consolidated electronic reader market not only because of malic IPad come on the stage be smashed, service revenue of its content appreciation also will confront a challenge again because of the billabong of publisher.
Show according to publishing a material, yamaxun holds the share that the electronic reader of 62% and 14%(rise complete beauty quickly) the market share of flat computer, however this encounters coast according to be in. In Feburary 2012 small-sized and independent publisher declines the share after Yamaxun's new charge provision, stack quantity of Yamaxun glides quickly 5000.
Does the apple have without win the lawsuit space? furniture light
Passive place of the apple depends on, 3 publisher had been reached with American judiciary reconcile.
The United States is stridden this copartner of department of suit of department of delegate of attorney office Beijing, dr. Buneisen ever told international antitrust expert " China runs a newspaper " reporter, "Be in the United States, although antitrust law protects industry competition, but ultimate goal depends on protecting consumer interest. But ultimate goal depends on protecting consumer interest..
Nevertheless, great of line of analytic personage land expresses, "Consumer interest is not reflected merely in price increase, for the customer that reads terminal to having an apple, they hope to enjoy malic bookshop of more seesaw pattern read kind, do not be willing to cost more cost to buy another to read terminal -- KINDLE. The consumptive increase that considers the person that the apple reads terminal hold is the level that antitrust law cannot ignore likewise. The consumptive increase that considers the person that the apple reads terminal hold is the level that antitrust law cannot ignore likewise..
Of course, the core of the case does not consist the on any account of price of electronic books itself, and depend on apple and consultative drive up is passed between a few big publisher the price.
Antitrust law is senior lawyer, partner of office of Gao Peng's attorney talks about runner-up to tell a reporter, "If a few big publisher just abided by market rule to raise book price, just from market point of view more t the most popular memory card digital cameras he tendency chooses malic mode, is not Yamaxun mode, will not raise book price this one content is written to paper face, or exist far from conspire a record, involve rig far from. Involve rig far from..
Tan Yajun's lawyer expresses at the same time, "In light of the international rule that follows from antitrust law place, whether be suspected of forestall above all a serious problem should be limitted namely ' relevant market ' , namely whether does the apple hold monopoly position on relevant market. In this case, ' relevant market ' involve books market, electronic books market and middleman market to wait, and electronic books market is more adjacent ' relevant market ' limit. And electronic books market is more adjacent ' relevant market ' limit..
Apparent, the market share that Yamaxun holds is larger, this may make a when the apple should appeal to main reason. What Kairuisi of spokesman of apple of no less than says, the apple broke publication line of business Yamaxun alone old structure.
Not only such, another notable difference is the relation between apple and publisher. At present Yamaxun already from " channel business " evolved " publisher " .
Tan Yajun expresses, "A when the apple dares to should appeal to main rea free scooby costume son depends on, price alliance is to point to the alliance that happens between publisher commonly, the apple serves as an issuer, can make the principal part of price alliance far from. Of course, according to the regulation of American law, unless alliance of this kind of price is of dominant of You Ping fruit. Unless alliance of this kind of price is of dominant of You Ping fruit..
Nevertheless, passive place of the apple depends on, 3 publisher had been reached with American judiciary reconcile. According to judicatory convention of the United States, the accused reconciles actively can reduce punishment not to grant to punish even, but its premise is to want to provide much information actively. Apparent, a large number of information that American judiciary masters do not eliminate to originate for the most part of 3 publisher offer.
As we have learned, the HarperCollins that serves as one of 3 reconciliatory publisher is had for news group place.
Win the lawsuit to concerned malic future
Face more and more periphery competitor, strategic base of the apple will smaller and smaller.
In fact, in the beginning of the apple considers rolling out IPad, had established its content to be the strategy of king. And Eric Huoerde calls American attorney general Qiaobusi of Ceng Can and agreement of electronic books price make also be not be without a basis.
The personage of know the inside s the best selling memory laptop toshiba tory that comes from malic respect tells a reporter, "The apple pursues in the electron the thing that the war of book market field and Yamaxun is morning and evening. "The apple pursues in the electron the thing that the war of book market field and Yamaxun is morning and evening..
It is early two years ago when the apple rolls out IPad, analyt the most popular scooby costume ic personage ever pointed out, IBooks also will make the important medium of communication of IPad follow-up gain, predict its hold crucial proportion in the income lieutenant general of malic company.
Ma Shaoer of · of favour of analyst cloth Lai (BrianMarshall) estimates at that time, the apple will gain a good deal of income from inside content sale, to this year (point to 2010) 10% what the end of the year will be equivalent to IPad hardware selling, and will rise to about 30% 2011. He points out at the same time: "The capability with real IPad depends on media and content domain. "The capability with real IPad depends on media and content domain..
Fall in such setting just about, 2012 the beginning of the year, the apple announces to upgrade IBooks product, released electronic book to make tool IBooks Author, give special section to be used at selling electronic textbook in the monarch in IBooks Store, this action shook whole the press. As we have learned, the Pearson of 3 big publishing houses that cooperates with the apple, McGraw Hill and Houghton Mifflin Harcourt are holding the United States the teaching material market of 90% .
Not only such, from the point of the integral market development of electronic book, the sale of electronic book shows explosive type growth in the last few years, say according to American publisher association, electronic book sale grew 117% compared to the same period 2011, reach 970 million dollar. Turn as more and more users and use reader of special electron book and flat computer to read equipment, the user number that reads content with digit most popular selling t mobile prepaid cards al means still can increase. This market caused the attention of numerous publisher and terminal manufacturer.
Apparent, the apple wins the lawsuit, matter to prospective strategy of the apple directly.
Tan Yajun expresses: "The apple that regards rising market as trailblazer must take out determined attitude, otherwise, face more and more periphery competitor, strategic base of the apple will smaller and smaller, this is principle problem, it is strategic question more. It is strategic question more..
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