By reporter Xu Jieyun every Friday from Shanghai, China e-book industry, the first complaint - the format easy to intellectual property infringement, Dr. v. HW court. This action is considered an important e-book industry to the order of nodes. Hanwang book sales and become the subject of court proceedings involving important evidence, HW side reaffirmed in court after claims that the company had sold more than 100 million units of the message. This data with the previous forecast of the industry research firm was close to - last year's global e-book of 1200 million units shipped about Kingship in which about 10%.
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Have expected that by 2011, e-book market from last year's 172.5 percent growth rate dropped to 36.6%. In many small companies are facing the perils of the occasion and seek the status of the HW industry leaders to accelerate its strategy is also clearly interested in the rate of morphological evolution, cracks survive.
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HW made three years previously by the terminal, for three years by the platform, content development by three years of planning, industry analysts say, to achieve this goal, the HW is facing at least the incremental pressure build operating platform, and explore the inter- platform for digital reading three major challenges. Challenge one: increased pressure on consumer products, high prices
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Analysys International data show that last year's record growth in the fourth quarter of the year book the highest, reaching 20.11% decline in overall prices and the terminal end of the Group to increase customer purchases a year-end sales pulled the main reason.
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In the context of the overall market hot, HW announced in December last year, total product shipments eBook Eink million mark. However, behind the high growth, how to become a continuous incremental Kingship and many e-book manufacturers face the problem.
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Sun Peilin Analysys International analyst predicted in a research report, based on anti-piracy department, marketing, operating costs increase, the terminal diluted profits and other factors, e-book reader market this year from last year's 168.7 percent increment fell to 38.6% this year .
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HW reported a third quarter last year, listed companies Hanwang quarter revenue increased by more than 100%, but net profit declined by over 50%. Falling prices of hardware e-book is considered the most important factor.
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Kingship had sustained rapid growth of sales is considered to depend on the gift market, in fact, e-book is also the first year of the market started on the field more.However, this cake is clearly not a long-term "dinner."
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In fact, the demand for change has been reflected in the terminal. A consumer electronics channel, told reporters the fourth quarter of last year, the HW's sales began to slightly tired, self-monopoly in the HW channel, a number of agencies that specialized in selling HW support business growth has been difficult, one after another Other products business started to operate.
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Kingship in to the "Daily News" said in a written reply to an interview, Kingship of the growth in the consumer market faster, but there are some regional, in the eastern coastal areas, such as Beijing, Shanghai, consumer growth speed significantly, but the West still a large proportion of the procurement agency.
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HW side said, in order to meet the growth in the consumer market, Kingship launched N628, N620, F61 and so more suitable for consumer products. However, told our reporters found more than three non-functional product equipped with a hand-written less than 2499 yuan, while the N628 even higher than 3,000 yuan.
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Price comparison with competitors may be more intuitive. Since last August, after a grand incoming, e-book market, the overall average price has been dragged under the thousand. Grand price of 999 yuan,
in which, under a Taiwan Power Company, cool brand of low-priced products than the other, on top of this, the use of the industry with the best screen, and can offer free 3G access around 1,300 yuan Kindle3 parallel but, these competitive Kingship at the low end who makes the case of "cable Hengjiang.".
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Analysts said last year Kingship in television commercials, outdoor advertising has invested heavily in enhancing brand value Hanwang the same time, also extremely rapid cost increases. Meanwhile, Han Wang's product line strategy is a notable factor.Consumer electronics manufacturers a product manager on the "Daily Economic News" analysis that Hanwang's products have more than one e-book series, model number, compared to only a product of a grand and a model of each generation Kindle, R & D, open mold, manufacturing costs are higher.
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These factors make the adjustment of product prices Hanwang flexibility damaged.Kingship executives within a "Daily Economic News" acknowledged the aforementioned conditions to expand the consumer market is indeed the formation of the pressure. Challenge: How to create a platform to build the hardware came from the content license?
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E-book sales compared to end-market, streamline business model and content of operational platform to build the future looks more like a HW core concern. HW Lei, chairman of the Special Assistant to the "Daily News" said that in the early development of e-book readers, the latter two steps will be Hanwang digital publishing and digital read layout.
However, this came from the hardware manufacturer for Kingship is not easy.
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In the e-book sales process, support For more content, you need to get the support of the publishing industry BY LJJ