An American Editor

December 8, 2010

The Google Wars: Taking the First Step

The first salvo in the Google Wars occurred with Google’s opening of its long-awaited, but greatly disappointing Google Books. In yesterday’s post, Will You be a Googler?, I suggested how things might be, a Christmas of the Future so to speak. But if Google plans to be a real presence in the digital book world with something more than poorly scanned public domain books, it needs to put on its battle gear and get moving toward the front lines now. What follows is one suggestion for first battle orders.

What is it that Google has that no other competitor to Amazon (i.e., no other pbook or ebook competitor) has? Well, there are several things, but most important are the name Google, which is both a noun and a verb and thus ubiquitous in the online world, and the financial resources to do battle on equal terms. The former we need do nothing about; the latter we need to spend.

Let’s move beyond the basics that Google needs to address — the poorly designed Google Books website. That is easily cured; Google can hire any computer-literate high schooler and get a better design. What is not so easily cured is Google’s lack of reputation as the place to go for books. And that is the area of greatest need.

In one online discussion, someone asked whether the Kindle has become the kleenex of ereading devices; kleenex in the sense of a generic name for all devices. I know that when people see me reading on my Sony, the first question asked is, “Is that a Kindle?” How valuable to Amazon is that association of Amazon-Kindle-ebooks?

So step one for Google is to adopt a hardware device as a Google device and for that I nominate the Sony PRS-950. A partnership between Google and Sony is the way to go because the Sony gives more reading real estate and superior ergonomics and build quality when compared to the Kindle. But simply adopting the 950 is not enough.

As part of the adoption process several things need to happen, the most important being these:

  • Sony needs to rewrite the firmware so as to open up the Internet capabilities of the 950 to more than just the Sony ebookstore
  • Google needs to create a modified version of its Chrome browser to work on the 950
  • Google needs to underwrite part of the cost of the Sony 950 so that it can be sold competitively priced to the Kindle
  • Google needs to arrange for the Sony 950 to be usable anywhere in the world

Given a choice between a Sony 950 and a Kindle 3G, with easy-to-use ebookstores with similar content available, I think people would choose the Google-Sony 950 more frequently than the Kindle.

Yet that is only the start. Google needs to attack Amazon where it is most vulnerable, which is in book selection. Right now it is clear that the difference between the Amazon and Google (and Barnes & Noble and Kobo) ebookstores is the difference between Tweedledee and Tweedledum. Yes, there may be scattered titles that one has and the others do not, but for the most part, each has an identical inventory available. (Pricing is a different matter and not one that needs to be addressed at this point.)

But Google can give Amazon a run for its money in exclusives — and it should. Remember when Amazon announced that certain forthcoming books from popular authors would be available exclusively at Amazon for 6 months to 1 year? We haven’t heard a lot about that recently but it is time to stoke the exclusivity war with Google plunging in. And Google offers something that Amazon doesn’t and can’t — search engine ranking. Entry in Google Books can be made to appear in the number 1 position on a search results page.

If I were Google, I would approach the top 25 authors in multiple categories — romance, fantasy, science fiction, historical novels, etc. — and offer an exclusive Google Books deal (I can think of lots of terms that would be appealing to authors to induce them to sign on, but we can save that discussion for another day).

I would also offer an inducement to readers to buy the Google-Sony 950. Buy one and pick 10 ebooks from our vast catalog of ebooks. If the agency folk scream about it, reverse the order: Buy 10 ebooks and get the reader with our compliments.

One more thing I would do in the this initial battle, and that is create exclusive ebook packages. The packages could be special omnibus editions of a single author’s work or it could be a themed collection that combines a major author’s work with similar type works from indie authors. I actually prefer the latter because it would expose readers to more authors. But imagine being able to buy a Dean Koontz backlist title along with 6 similar-genre titles written buy indie authors for the price of the Dean Koontz title. Granted this would require a lot of cooperation among authors but such a scenario could be a win-win for the indie authors, Dean Koontz, and Google, as well as for consumers.

Special omnibus editions would fit within the Agency 5’s hopes to sustain a viable competitor to Amazon. There is no reason, for example, why the first 3 novels written by Tom Clancy, for example, couldn’t be packaged into a single, special, Google Omnibus where readers could buy 3 for the price of 1 or 2. It is in the interests of publishers to help create a real competitor to Amazon, especially now that they should be recognizing that Apple isn’t the answer and is unlikely to ever be the solution as opposed to a future problem.

At least this would be a start down the competitive pathway. Will Google do anything more than what it has done (i.e., announce and open Google Books) remains to be seen, but this is the one hope right now of creating competition in the book world.

4 Comments »

  1. […] by Rich Adin […]

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    Pingback by The Google Wars: Taking the First Step — December 8, 2010 @ 6:59 am | Reply

  2. Wow – Google should be reading this. It would be a win-win situation for readers, Sony and Google Books. A consultant would have charged a huge fee for dispensing some of this same advice which you’ve given away free!

    Like

    Comment by Zarine Arya — December 8, 2010 @ 3:32 pm | Reply

  3. This article is a nice job. Well done.

    Like

    Comment by thalis — December 8, 2010 @ 3:52 pm | Reply

  4. While I generally agree with what you’re saying here, there is one possibility you brought up that Google shouldn’t do — both ethically and legally:

    “Entry in Google Books can be made to appear in the number 1 position on a search results page.”

    Google has already been accused of artificially raising the rank of its own properties and has been taken to court in Europe for it (see http://www.guardian.co.uk/technology/2010/nov/30/google-investigation-eu-british-complaint). People (including governments) expect their Google searches to be ranked by relevancy, not by Google’s financials. And that’s the way it should stay.

    But regardless of how Google enters the e-reader game (if it does), the legal challenges will most assuredly come.

    Like

    Comment by 4ndyman — December 28, 2010 @ 3:46 pm | Reply


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