It has been noted by some observers that Amazon has not really taken advantage of the Social Web in building a community of Kindle lovers and ebook readers. This failing was described in a particularly succinct post, in which the blogger describes a scenario in which she has just finished reading a great book, and feels compelled to share it with her friend on the west coast. She could call or email her friend about it, but since it’s 2 a.m, she just wants to go to sleep. She may or may not remember to tell her friend about the book.
Now imagine it’s 2am and I’ve read this book on my second-generation networked digital reader, maybe the Kindle 2.0. As soon as I’ve finished the book, the device prompts me to rate it (4 stars!). It also knows about my social connections. It asks me if I’d recommend it to my friend, who has enjoyed similar books, and I say yes.
The next morning my friend wakes up and picks up his e-reader. There’s a recommendation from me — and a 20% discount to purchase this book immediately. This $5 digital book is now just four bucks, and it’s instantly on his device.
This eloquent writer has just described the evolution of the book from a solitary, isolated pastime to the foundation of a social framework. Many voracious readers enjoy the solitude and isolation while lost in a great novel. Many others take an equal amount of pleasure in sharing their thoughts and reactions to a book they’ve just read with other readers. This need to share is what gave rise to book clubs in the 1950s. Fast forward a half century and you have virtual social networks for everything from Andean beekeepers to computer aided Origami creators. Why not for book lovers too? In fact, you don’t have to look beyond Facebook to find them. Two of the most popular are Visual Bookshelf and Shelfari. They allow members of the network to post recommendations, write reviews, and check out what others in their network are reading. What a perfect marriage of old and new technology!
So why hasn’t Amazon, the king of books on the Internet, embraced this aspect of Web 2.0? What better way to promote the viral nature of a great book than to let avid readers send it to their friends? Well, it probably has something to do with these three letters: AZW, which is Amazon’s proprietary DRM format for e-books. This format can only be read by the Kindle, and that’s what keeps us all shopping at the Kindle store. But it’s not a huge leap to envision the capability of sending a file from one Kindle owner to another, in AZW format, to leverage the instant gratification and impulse purchase trends common among digital consumers.
The blogger quoted above suggests that DRM’d books hinder this adoption process:
And let’s suppose that people did send around free digital books. If I didn’t have an e-ink reader, what would I do with them? After I got a few freebies from friends I’d probably go buy a Kindle, and then that seductive “share this book” button would take hold. The existence of some free books is an incentive to move up to a specialized device. They create the necessary ecosystem and will ultimately motivate, not destroy, publishing sales.
I think she has a point: Making it easier to share ultimately results in higher sales. This vision may be taking a step closer to reality with the announcement yesterday that Amazon is acquiring Shelfari:
Shelfari joins the Amazon.com family
It’s an exciting day here at Shelfari. The rain has stopped, the birds are chirping and the biggest news of all – we are being acquired by Amazon.com.
So maybe we’ll see Kindle 2.0 with recommendations and sharing capabilities…