Kindle成功之道解密：簡(jiǎn)單制勝
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????花旗集團(tuán)（Citigroup）分析師馬克·馬哈尼表示，亞馬遜（Amazon）的Kindle閱讀器以及電子書銷售異常火爆，并且增長(zhǎng)迅速，正逐漸成為推動(dòng)公司總體增長(zhǎng)的動(dòng)力。
????亞馬遜到底賣出了多少臺(tái)Kindle，我們不得而知，因?yàn)楣揪芙^公布具體數(shù)據(jù)。但在電子書閱讀器市場(chǎng)，Kindle獨(dú)占鰲頭，這一點(diǎn)卻毋庸置疑。對(duì)于一款推出時(shí)間僅三年半的產(chǎn)品來(lái)說(shuō)，這已經(jīng)是非常不錯(cuò)的成績(jī)了。更何況，自面世以來(lái)，它便一直面臨著激烈的競(jìng)爭(zhēng)，而且競(jìng)爭(zhēng)愈演愈烈。 ????在昨天公布的報(bào)告中，馬哈尼在給出相關(guān)數(shù)據(jù)點(diǎn)后，多次使用了“哇”這個(gè)詞以表驚嘆。比如：到2012年，Kindle和電子書的銷售額預(yù)計(jì)將占亞馬遜總銷售額的10%。馬哈尼表示，到時(shí)候，Kindle與電子書將在亞馬遜占有舉足輕重的地位，也就是說(shuō)，這兩項(xiàng)業(yè)務(wù)的收入，將成為推動(dòng)亞馬遜發(fā)展的主要?jiǎng)恿Α?/p> ????另外一處“哇”：亞馬遜電子書的銷量已經(jīng)超過(guò)了紙質(zhì)出版物。未來(lái)兩三年內(nèi)，這一趨勢(shì)將蔓延到整個(gè)行業(yè)。 ????花旗集團(tuán)的分析顯示，今年，亞馬遜將賣出約1，750萬(wàn)臺(tái)Kindle設(shè)備，帶來(lái)的收入約為20億美元。而電子書的銷量將達(dá)到3.1億本，收入約為17億美元。馬哈尼估計(jì)，截至目前，Kindle今年的銷售量已經(jīng)是去年同期的三倍。 ????銷量的增長(zhǎng)主要得益于零售價(jià)格的下降。目前，最便宜的Kindle僅售114美元。這意味著，如果人們?cè)敢赓?gòu)入iPad或者其他平板電腦的話，他們同樣不會(huì)介意購(gòu)買一臺(tái)Kindle。毫無(wú)疑問(wèn)，平板電腦價(jià)格下降之后將與Kindle展開更激烈的競(jìng)爭(zhēng)。不過(guò)，到目前為止，它們還無(wú)力阻擋Kindle的發(fā)展。而同行業(yè)的競(jìng)爭(zhēng)對(duì)手，比如邦諾（Barnes & Noble）的Nook設(shè)備，也無(wú)法對(duì)它構(gòu)成威脅。 ????馬哈尼認(rèn)為，Kindle大獲成功的部分原因在于：實(shí)惠的零售價(jià)格，“更出色的實(shí)用性”，亞馬遜推出的“簡(jiǎn)單、浪漫，卻讓人難忘”的電視廣告，更好的零售分銷，以及亞馬遜提供的海量電子書資源。目前，亞馬遜提供的電子書約有一百萬(wàn)本，而且數(shù)量還在不斷增加。 ????而對(duì)于Kindle的成功秘訣，亞馬遜首席執(zhí)行官杰夫·貝佐斯的解釋更為簡(jiǎn)潔。據(jù)報(bào)道，在剛剛結(jié)束的亞馬遜股東大會(huì)上，他說(shuō)亞馬遜的Kindle策略其實(shí)“非常直接”。亞馬遜提供“最優(yōu)秀的專業(yè)電子書閱讀器，最出色的電子書店，和最完美的人性化設(shè)計(jì)，我們讓閱讀隨心所欲。 ????他說(shuō)：“對(duì)于Kindle，我們的想法非常簡(jiǎn)單：顧客所需即是我們所想?！?/p> |
????Sales of the Kindle and of e-books are so good, and growing so fast, that they are now becoming a driver of Amazon's overall growth, says Citigroup analyst Mark Mahaney. ????We can't know for sure how many Kindles Amazon (AMZN) is selling, because the company refuses to release figures. But there's no doubt that the Kindle is a juggernaut. Not bad for a product that was introduced only three and a half years ago, and which has faced stiff and growing competition ever since. ????In the note (pdf) he released yesterday, Mahaney repeated the word "wow" several times after giving up a datapoint. Such as: sales of the Kindle and eBooks will comprise 10% of Amazon's sales by 2012. That's when "critical mass" is achieved, Mahaney says, meaning that Kindle and e-book sales will have become a major driver of Amazon's growth. ????Another "wow": e-books have already surpassed printed books in terms of volume at Amazon. In another two or three years, that will be true industrywide. ????According to Citigroup's analysis, the company will sell 17.5 million of the devices this year, generating about $2 billion in revenue. And it will sell 310 million e-books, for about $1.7 billion in revenue. So far this year, Mahaney estimates, sales of the Kindle are running three times ahead of the same period last year. ????That's thanks largely to falling price points. The cheapest Kindle now sells for $114. That probably means that at least some people are happy to buy an iPad or other tablet computer as well as a Kindle. Tablets will doubtless present ever-growing competition as prices for them fall as well. But for now, they don't seem to be holding the Kindle back. Nor, so far, do competitors such as Barnes & Noble's Nook device. ????Some of the reasons for Kindle's success, according to Mahaney, are the low price points, "improved functionality," the "simple, sweet and memorable" TV spots Amazon has been running, better retail distribution, and ever-increasing numbers of titles Amazon makes available as e-books. They now number about 1 million. ????Amazon CEO Jeff Bezos has a shorter explanation. At Amazon's shareholder meeting today, he reportedly called Amazon's Kindle strategy "very straightforward." Amazon has "the best purpose-built e-reader, the best e-bookstore, and the best ecosystem so you can read where you want to. ????"We're very simple-minded about this," he said. "It seems like what our customers would want." |
