eBooks are now becoming a part of the buying culture in Australia and may be among some of the most popular gifts given this Christmas season, one online retailer has said.
The comments come as Google has finally launched its eBookstore in Australia after months of delays, with some local retailers signing up as partners to distribute the digitised versions of books through their own stores.
Tony Nash, chief executive of Booktopia, says the expansion into eBooks comes as more Australians are starting to use them as cheaper alternatives.
“The first time I looked into eBooks was three years ago. And there was basically nothing here, and I was even in American in 2009, and some of the big department stores didn’t have eReaders then either.”
“But now I think there is definitely growth, and one of the biggest gifts this year I think will be an eReader, because they are at much more compelling prices now.”
The launch comes at an opportune time. With major retailers Angus and Robertson and Borders now eliminated from the market, only a minority of chains remain, with the rest of the industry taken up by small independent stores.
As a result, bookstores expect the cheaper eBook platform to take off. And both Booktopia and Dymocks have worked with Google in partnerships to launch the platform alongside their own existing retail structures.
Nash says customers will be able to buy books from either Booktopia or Google, but nevertheless expects the platform to corner a rapidly growing market and boost his business, which is now turning over $20 million per year.
“We analysed all the eBook platforms that were on offer around the world, and having had a long association with Google we felt they were the right partner.”
Part of the attraction to the platform is the fact Google eBooks can be ready on any device, including Android tablets, the iPad, the iPhone and on PCs as well, although Kindle devices are out of the picture. Books are stored in the cloud, and can be downloaded to whatever device the user wants.
Although Nash says the plan was an expensive one to implement – “there was a lot of infrastructure involved” – he says the market has simply dictated the company make its move now.
“The market is still small, but there is definitely growth here. I think this is going to be one of the main growth areas this holiday season.”
It’s a bullish prediction, but the market is ripe for a cheaper electronic alternative. According to ABS data books and newspapers fell 3.4% during the September quarter.
Google said in its blog the new store will feature hundreds of local publisher partnerships including Scribe and Text Publishing, along with Allen & Unwin. The affiliate program, which allows users to make money by referring users to Google books, will also be launched in Australia.
Dymocks general manager of eCommerce Michael Allara said in a statement the company has been noticing a rise in the number of ebook purchases, and that the company believes it’s time to move on expanding its “digital offering”.
“In addition to offering an extensive catalogue of local and international titles that will continue to grow, we’re excited to include unique added value when customers purchase Google eBooks through the Dymocks website.”
Dymocks customers will be able to gain points while buying eBooks from the store to use towards their loyalty program, allowing the bricks and mortar retailer to get a key advantage for its dedicated customers.
Nash says although the market remains small right now, there is definitely potential for growth over the next year – a market he wants to be a part of.
“We feel this is the right way to go now. You have all your Google Library in the cloud, and there’s growth here. Customers will like it because it’s at a much more compelling price now.”
Patrick Stafford is a freelance journalist and a former deputy editor of SmartCompany.
