Readersforum's Blog

March 2, 2012

How to Counter Amazon: Create a One World E-Book Alliance

By Javier Celaya

During my presentation earlier this month at the If Book Then conference in Milan, I proposed that European publishers create a joint platform to compete against Amazon. Although I admire Amazon for its culture of innovation and superb customer service, I do not consider it beneficial either for society (readers) or any of the entities involved in the book industry (publishers, bookstores, libraries, etc.) to allow one company to take on such a leading position in the cultural world and be able to determine its future at its own whim. A diverse variety of online bookstores would guarantee more competition, resulting in better services and a broader range of content for all readers.

Although the creation of a joint venture is not an easy task, I am pleased to see that my suggestion was not taken as entirely ludicrous. Last week, the main Spanish financial daily – Expansión – published an article announcing that Grupo Planeta, Telefónica and Bertelsmann are planning to create a common platform to counteract Amazon’s growing leadership position. In the event of any potential criticism by those who tend to disapprove of risky ventures, I take this opportunity to express my support for this strategic decision since these three companies will undoubtedly be confronted with a remarkable challenge.

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