Interesting piece on failure of Sony to market its ereaders - Page 6

boxcorner · 12-17-2010, 01:00 PM

Quote:

Originally Posted by natasha_fawn

... go to Amazon hit the "one-click buy" button, or drop by the electronics section of Target on their weekly shopping and pick one up? ...

I'm sure you're right. Many people are easily swayed by advertising and just want a quick fix, whereas some others are maybe more discerning and contemplative. For many people the Kindle it probably the best option, as it is cheaper and has the WiFi functionality that lots of people seem to think is essential. I favour diversity, hence I don't think this matters much so long as consumers have choice.

Quote:

Originally Posted by natasha_fawn

... I do think that Sony needs to do more to get its readers into public consciousness. I also think that it was very silly of them to give the same names (Pocket, Touch, Daily) to their updated line, without even a "2." ...

I agree.

johnnyb · 12-17-2010, 01:55 PM

It's also possible that right now, people are simply overrating the influence of the US, but tne move towards the UK and presumably Germany after that is a sign that Kindle will eventually be synonymous with eReader at some point...
Only thing that worries me is how far will that take us back in terms of technology...
Since books have always been goods subject to more manipulation by the consumer than music and I don't see much room for manipulation on the Kindle platform, I'm seriously curious to know how that will affect reading...

boxcorner · 12-17-2010, 02:55 PM

Quote:

Originally Posted by johnnyb

It's also possible that right now, people are simply overrating the influence of the US, but tne move towards the UK and presumably Germany after that is a sign that Kindle will eventually be synonymous with eReader at some point...
Only thing that worries me is how far will that take us back in terms of technology...
Since books have always been goods subject to more manipulation by the consumer than music and I don't see much room for manipulation on the Kindle platform, I'm seriously curious to know how that will affect reading...

Amazon is already selling e-readers in Germany and France:

amazon.de
amazon.fr

What do you mean by manipulation?

astra · 12-17-2010, 04:32 PM

Quote:

Originally Posted by boxcorner

Really? Pull the other one, it's got bells on it.

Assuming that anyone who is interested in buying an e-reader, has heard of the Internet, and knows about search engines such as Google, then all they would need to do to discover Sony e-readers would be to search for e-reader.

Do you see the pitfall?

You have to be aware about the term ebook reader and be interested in buying one and do the search.
On the other hand, Kindle? Almost anybody who shops online, also shops on Amazon. Probably the most popular online shop with some of the most attractive prices and return policies. you don't even have to know about ebook reader. Just go to Amazon and look at their home page. For the last 4 months? It never leaves the most prominent view? People who had no clue about ebook readers but have a potential to have one or purchase it as a present for a friend will see it in front of their eyes even if they are absolutely clueless. Click on the pic. Read about how easy it is to purchase ebooks and that's it.
Sony stands no chance with shoppers like that. Unfortunately, they are the majority!

boxcorner · 12-17-2010, 11:15 PM

Quote:

Originally Posted by astra

Do you see the pitfall?

You have to be aware about the term ebook reader and be interested in buying one and do the search.
On the other hand, Kindle? Almost anybody who shops online, also shops on Amazon. Probably the most popular online shop with some of the most attractive prices and return policies. you don't even have to know about ebook reader. Just go to Amazon and look at their home page. For the last 4 months? It never leaves the most prominent view? People who had no clue about ebook readers but have a potential to have one or purchase it as a present for a friend will see it in front of their eyes even if they are absolutely clueless. Click on the pic. Read about how easy it is to purchase ebooks and that's it.
Sony stands no chance with shoppers like that. Unfortunately, they are the majority!

Well, from where I am sitting, if you Google Kindle, the first website listed is Wikipedia, and the first line of that website reads, "Amazon Kindle is a portable e-book reader". It does not say, "Amazon Kindle is the portable e-book reader". So, I would assume that there are other e-book readers in the world. Furthermore, if almost anybody were to look at the Contents, then they would see there is a link See also: List of e-book readers, click on it and they would see a page entitled Comparison of e-book readers.

All right, granted, many - who knows? - perhaps most people in the US/UK have only heard the term Kindle. However, perhaps you are seeing things solely from the Anglo-American perspective. What I am suggesting is, that in other parts of the world, that might not necessarily be the case. For example, if almost anybody were to click on either of the two Amazon links in post #78 (ie Amazon in Germany & France), they would see that Kindle is not the only e-reader on the market. Who knows how many e-readers Sony sells outside the US/UK?

Anyway, I think Amazon is doing a great job making people aware of e-books and e-book readers. I expect that sooner or later people, who buy a Kindle, will discover that it is not the only way of reading e-books. Some more discerning people - for example, din155 in post #21 - might eventually upgrade to a Sony, sell their Kindle on at a lower price, thus make another e-reader available to someone who might otherwise not have been able to afford to buy one. Hence, the number of people using e-readers is increased. So, thank you Amazon.

doreenjoy · 12-18-2010, 12:12 AM

Quote:

Originally Posted by JSWolf

Actually, cell phones that play mp3 are killing dedicated mp3 players.

Got a data point for that assertion?

All the analyst reports I've seen are that the dedicated MP3 market is growing.

It's the watch makers who are being hit hard by cell phones.

PapaLovesMambo · 12-18-2010, 03:21 AM

Sony makes brilliant product and has the marketing savvy of the Edsel production team. Sony's minidisc recorders were (and still are) a brilliant piece of hardware, but not marketed well at all. Seems they have the same marketing team on their e-book readers now. I love my 505 - it holds more books than my pickup truck can haul in one load. Its metal construction feels solid and substantial. I don't need WiFi - if I finish one of the books on there, I just read one of the other several hundred I have. I'd buy another Sony in a heartbeat. My friends that have been given Kindles as gifts usually see/feel my 505 and they are immediately impressed (in a good way) by its solid build.

boxcorner · 12-18-2010, 04:29 AM

Sony owners are always swift to criticise Sony for it's lacklustre marketing. Great product, but lousy marketing. I'd be rich if I gained a dollar, each time I read something negative like that. However, I think this constant stream of negative rhetoric is counter-productive. It must be sweet music for Amazon's ears.

Sure, Sony could do better - a lot better. However, criticising something negatively without offering positive alternatives is easy, destroying something doesn't require much effort; creating and nurturing something requires more careful thought and patience. Complaining is easy; putting things right isn't always quite so simple.

Instead of a constant barrage of negative comments, may I suggest that we offer Sony a little more more encouragement, and some positive suggestions? By all means mention negative things, but try also to emphasise what is positive.

Rather than sarcastically saying things like, "improve their lousy marketing", "actually create a media coverage presence", try to be a little more constructive. Remember, marketing isn't just about advertising, or after-sales-support. There's lots more to it than that.

Why not suggest some new ideas of things that Sony could do to improve its marketing? List your ideas, but try to be specific, rather than generalise. How would you advertise their products? Suggest ways of improving things, things that Sony is already doing right, but that could be done better. Don't just point out what needs to be done, but explain how it should be done. Provide a clear summary of the key points. Perhaps Sony will take up, and act on some of your ideas. Who knows? Nothing ventured, nothing gained.

kennyc · 12-18-2010, 05:46 AM

Quote:

Originally Posted by doreenjoy

Got a data point for that assertion?
....

It's the watch makers who are being hit hard by cell phones.

Got a data point for that assertion?

Bookworm_Girl · 12-18-2010, 01:41 PM

Here is an interesting article about the Japanese launch. Apparently Sony made some comments about the success of the launch at the Electronic Book Summit 2010 in Tokyo earlier this week. Supplies of the 650 model are running low there like everywhere else. They did not expect the readers to sell so well at bookstores, nor did they anticipate such demand for accessories.

http://techon.nikkeibp.co.jp/english...101217/188211/

SeaBookGuy · 12-18-2010, 02:20 PM

By "accessories" I suppose they mean cases? If so, no big surprise.

Bookworm_Girl · 12-18-2010, 02:26 PM

Quote:

Originally Posted by SeaBookGuy

By "accessories" I suppose they mean cases? If so, no big surprise.

To quote the article that I linked: Sony said that it guessed wrong about the sales of the accessories for the Reader, which are "book covers," "book covers with light" and "soft carrying cases." "A very high percentage of those who purchased the Reader use those accessories," the company said. "And they have almost been sold out, too."

kartu · 12-18-2010, 02:50 PM

Quote:

Originally Posted by Bookworm_Girl

"A very high percentage of those who purchased the Reader use those accessories," the company said.

Lessons learned: want people to buy more accessories? Don't include anything that could replace it into original package.

I recall guys talking about how much more expensive Sony is when comparing to kindle, then immediately paying 60$ for a cover, without hesitation.

JSWolf · 12-18-2010, 04:52 PM

Sony does such a poor job marketing the 650 that people all over the world are buying it in enough quantities to sell it out.

Take that naysayers.

MasterGame · 12-18-2010, 04:56 PM

Quote:

Originally Posted by JSWolf

Sony does such a poor job marketing the 650 that people all over the world are buying it in enough quantities to sell it out.

Take that naysayers.

Or, perhaps Sony just didn't make many of them.

12-18-2010, 04:29 AM	#83
boxcorner »(°±°)« Posts: 826 Karma: 775629 Join Date: Oct 2010 Device: divisive reader	Suggestion box Sony owners are always swift to criticise Sony for it's lacklustre marketing. Great product, but lousy marketing. I'd be rich if I gained a dollar, each time I read something negative like that. However, I think this constant stream of negative rhetoric is counter-productive. It must be sweet music for Amazon's ears. Sure, Sony could do better - a lot better. However, criticising something negatively without offering positive alternatives is easy, destroying something doesn't require much effort; creating and nurturing something requires more careful thought and patience. Complaining is easy; putting things right isn't always quite so simple. Instead of a constant barrage of negative comments, may I suggest that we offer Sony a little more more encouragement, and some positive suggestions? By all means mention negative things, but try also to emphasise what is positive. Rather than sarcastically saying things like, "improve their lousy marketing", "actually create a media coverage presence", try to be a little more constructive. Remember, marketing isn't just about advertising, or after-sales-support. There's lots more to it than that. Why not suggest some new ideas of things that Sony could do to improve its marketing? List your ideas, but try to be specific, rather than generalise. How would you advertise their products? Suggest ways of improving things, things that Sony is already doing right, but that could be done better. Don't just point out what needs to be done, but explain how it should be done. Provide a clear summary of the key points. Perhaps Sony will take up, and act on some of your ideas. Who knows? Nothing ventured, nothing gained. Last edited by boxcorner; 12-18-2010 at 07:12 AM.

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12-17-2010, 01:55 PM	#77
johnnyb Cloud Reader Posts: 1,136 Karma: 4273668 Join Date: Aug 2010 Device: Kindle Paperwhite, Boox Note Air 4C, Remarkable PP Move, iPad Pro 11	It's also possible that right now, people are simply overrating the influence of the US, but tne move towards the UK and presumably Germany after that is a sign that Kindle will eventually be synonymous with eReader at some point... Only thing that worries me is how far will that take us back in terms of technology... Since books have always been goods subject to more manipulation by the consumer than music and I don't see much room for manipulation on the Kindle platform, I'm seriously curious to know how that will affect reading...

12-18-2010, 03:21 AM	#82
PapaLovesMambo Junior Member Posts: 3 Karma: 10 Join Date: Dec 2008 Location: Miami, FL Device: PRS-505 (silver)	Sony makes brilliant product and has the marketing savvy of the Edsel production team. Sony's minidisc recorders were (and still are) a brilliant piece of hardware, but not marketed well at all. Seems they have the same marketing team on their e-book readers now. I love my 505 - it holds more books than my pickup truck can haul in one load. Its metal construction feels solid and substantial. I don't need WiFi - if I finish one of the books on there, I just read one of the other several hundred I have. I'd buy another Sony in a heartbeat. My friends that have been given Kindles as gifts usually see/feel my 505 and they are immediately impressed (in a good way) by its solid build.

12-18-2010, 01:41 PM	#85
Bookworm_Girl E-reader Enthusiast Posts: 4,873 Karma: 36536965 Join Date: Aug 2010 Location: Southwest, USA Device: Kindle Oasis 3; Kobo Aura One; iPad Mini 5	Here is an interesting article about the Japanese launch. Apparently Sony made some comments about the success of the launch at the Electronic Book Summit 2010 in Tokyo earlier this week. Supplies of the 650 model are running low there like everywhere else. They did not expect the readers to sell so well at bookstores, nor did they anticipate such demand for accessories. http://techon.nikkeibp.co.jp/english...101217/188211/

12-18-2010, 02:20 PM	#86
SeaBookGuy Can one read too much? Posts: 2,029 Karma: 2487799 Join Date: Aug 2010 Location: Naples, FL Device: Kindle PW 3, Sony 350 and 650	By "accessories" I suppose they mean cases? If so, no big surprise.

12-18-2010, 04:52 PM	#89
JSWolf Resident Curmudgeon Posts: 80,727 Karma: 150249619 Join Date: Nov 2006 Location: Roslindale, Massachusetts Device: Kobo Libra 2, Kobo Aura H2O, PRS-650, PRS-T1, nook STR, PW3	Sony does such a poor job marketing the 650 that people all over the world are buying it in enough quantities to sell it out. Take that naysayers.