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In order to successfully sell something that can otherwise be easily had for free, you need to add value.
I hate to say it, but selling something by subscription only, that you cannot download (meaning you have to be online to read it?), that requires a custom app supported by only one person (and only available on a subset of devices), to read a custom book format that you designed and nobody else uses - is not "adding value". It is subtracting from it.
I have no doubt you are a talented programmer. However, I would recommend targeting some different area that is not already well established like ebooks are. A new eBook format is not needed, and would only have a chance of succeeding if it was pushed by an industry giant - like Apple or Microsoft or Google or Amazon. The chance of a single individual developing a new format that anybody but the most naive would actually use, is zilch. Even when the big guys are pushing a new format, the consumers don't want it. Rather, it is being forced on them for some other reason - like to enable some harder to defeat DRM most likely. Even the big guys face strong headwinds when trying to force that down consumers throats.
Sorry, I don't mean to stomp on your dream. But your efforts would be better directed at a totally different area than you appear to be going after here.
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