The big debate in the world of trade publishing and technology is about ebooks and devices. Publishers have seen noticeable experience in sales of ebooks, as well as sales of audio books over the last two years and it has sparked intense debate about the cost of ebooks, the quality of the ebooks, the price of special reading devices and the challenges that publisher face in protecting their intellectual property without alienating their customers.

The special devices which Amazon and Sony, to name but two manufacturers, have produced to provide a dedicated electroniuc reading experience are getting plenty of attention from the press and the industry. However, there is less attention from the customers about the 'e-reader' devices who are voting with their wallets and purses and deciding not to put them in this year's Christmas stockings.

It's not surprising that customers are not buying the devices. The devices are not tremendously exciting to look at. The reading experience is fine but not particularly special and the cost of them is a major barrier to many people who, for near enough the same price, can buy a good netbook or a splendid Apple iPhone which they can use for other activities including watching films, listening to music, phoning their friends and reading books.

So, we feel there is a gap here which publishers and booksellers are missing which they can easily fill and start to encourage the ebook buying and reading habit amongst their customers. While still protecting their intellectual property, publishers and retailers can offer especially designed desktop applications using technology, like Adobe AIR, which can provide great purchasing and reading experiences to certain segments of their audience, such as students or software engineers, who want easy access to content without the hassle of carrying around heavy tomes.

The desktop applications can be easily installed on Windows, Mac and Linux based operating systems and remotely updated, thereby reaching wide audiences of people who want ebooks without the cost of a less than exciting specialist ereader device.

In business, most organisations do not want to throw out all of their legacy technology in which they have invested over the years. Nor do individuals want to invest in technology which only offers marginal benefits to them. However, if you offer a solution which enhances their existing investment, such as their laptop or netbook, then you are far more likely to succeed in winning them over to your product or service.

Will Hawkins
New Business Director