Digital pricing – it’s not difficult

Still on the digital books theme as I’m loving iBooks on the iPhone right now.

Pretty much the only reason I visit a real bookshop these days is to browse and let the kids enjoy kiddies book sections. Inevitably I go away and order online (yes through Amazon), for the printed book, as it’s cheaper and not just a bit cheaper.

Last weekend on such a browsing session, I spotted a book called “The Art of Running Faster”. It looked great, (and yes I’m trying to run faster) so I went to Amazon but then thought no, let me check on Apple’s digital bookstore. And yes it was there and about 30% cheaper than the printed one. Sample downloaded, read and enjoyed and I went to click the buy button. Suddenly the price had jumped up to more than the printed book in the real shop. Say what? Why on earth have they done this? Convenience yes but more expensive to download and read on my phone? No thanks. Right now we’re in the transition to digital for books so we need to be incentivised to buy digital. You don’t get more features, it’s just a bit more convenient. It should be cheaper.

What to do? I decided to check out the Kindle app on the iPhone – a first for me – and it was there and even cheaper than the first cheaper price on iBooks. Brilliant. So buy I did, and boy is the purchasing process on Amazon good. So simple and quick. A top result. And yes the Kindle app works well. iBooks now has a competitor.

Please please get the pricing right. Digital should be cheaper. The production costs and other costs of sale should be cheaper. Help us consumers make the transition to digital. Don’t have wildly different prices across digital shops and not more expensive than physical…

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