Matthias Matting: Tolino zu offer oberteil indie writer bookstore exposurePublished march 11, 2015 von Matthias MattingShare
Editor"s Note: as All Brain"s Marcello Vena said us soon before die FutureBook Conference , ns German consortium behind die Tolino e-reader has been so...

Du schaust: Tolino vision 2 media markt

Editor"s Note: together All Brain"s Marcello Vena said us shortly before the FutureBook Conference, the German consortium behind die Tolino e-reader has been dafür successful the it"s widening its footprint in Europe. This week, Munich journalistMatthias Matting, who writes Germany"s Self-Publisher Bible, has actually written up ns latest Tolino development: a self-publishing platform. In answer kommen sie our question about howdigital self-publishing bei Germany hasmoved deswegen quickly, the tells united state that even sechs months ago, "most world involved bei the trade wouldn"t oase believed this would happen" and that Tolino is promising top indie writer access to 1,500 physical bookstores. -- Porter Anderson

In 2011, Germany must have looked favor paradise zum Amazon.

Neither publishers no one booksellers appeared interested an the new trends emerging from die US. Traditionally, books oase a unique role bei Germany. They are seen as a cultural value, not a basic product, über publishers, authors, readers und even by the state, giving them a diminished VAT rate.

Would buyers turn to in ecommerce giant like amazonas that sees publications as a product just like diapers or digital gadgets? certainly not, especially because no company kann buy market share v lower book prices because von the Preisbindung(fixed publication prices).

The reality showed different, und this was not unexpected to someone looking depths into the structures von the German book trade.

Large bookstore chain like talia andWeltbild had driven countless smaller regional booksellers out des business. Readers were used zu buying books in places where they could buy various other products auch – the large bookstores had started featuring a wide range des non-book products kommen sie increase their earnings.

What"s more, also with its solid urbanisation, Germany has a strong brauchtums of home-shopping. The former home-shopping giants prefer Quelle, Neckermann or otto are gone or schutz remodeled your businesses, but amazon quickly came to be a favourite destination zum online shopping. People bought your books online too, and when amazon launched die Kindlein Germany in 2011, people adopted ebooks faster than anyone expected.

The Weltbild chain definitely was the first that proactively invested in this field, too. They developed a line of super-cheap e-readers the sold reasonably well. Competitor thalia tried v a much more expensive yet ill-fated maker called "Oyo" that was inferior to the Kindle weist that time.

Even though Weltbild was having middle success, amazonas had a viel higher sector share and was top top its way to dominatingthe market. Amazon never necessary lower publication or eBook price – they had their Kindle direct Publishing (KDP) leistungen that permitted them to offer books that are notfall available elsewhere.

Since 2012, around half of every bestselling eBooks"s store space produced by indie authors.At the very least one third ist exclusive to Amazon.

Usually, the would schutz been the point where Canadian-basedKobo (now part des Japanese gigantic Rakuten) comes bei – as they did an France, die UK, andSpain. Kobo wasnever able kommen sie create ns same kind of ties tolocal booksellers the it has bei other territories.

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Instead, Thalia, Weltbild, Hugendubel und Deutsche Telekom (plus part others) came together und created ns Tolino brand. Their zuerst e-reading devices were notfall as good as the respective Kindle models. The second ausführung shortened die distance.

The existing Tolino vision 2(pictured) is, as most experts would agree, top top par with die Kindle Paperwhite – with die added ability zu withstand a drop into a full bathtub.

From the erste version, Tolino always sold their system as "open,"compared to die "closed" amazon system. Indeed, ns Tolino e-readers space open in terms von allowing ebooks from various stores ~ above one device. They ausblüten use DRM restrictions, und they still have a pre-installed keep on each maker that individuals cannot change, but die premise absolutely seems zu influence buyers -- specifically since amazon has beencriticised inGerman media weil das allegedwork conditions and their tactics in the Hachette-Bonnier negotiations.

It appears that Tolino"s strategy is now leading kommen sie success. Lock started zu expand kommen sie Belgium and Italy a couple of monthsago. Their greatest success, though, was integrating wholesaler Libri right into their ranks. The number of local bookstores that market Tolino gadgets has increased dramatically because des that. GfK is even report thatTolino has actually a sector share slightly above Amazon"s. (This zu sein based on entry gathered froma stand consumer panel of 25,000.)

Until now, there was only one item missing: There was no self-publishing system integrated into Tolino.

Asked hilfreich a year ago, most world involved bei the trade wouldn"t schutz believed this would happen: It should be tremendously difficult to get ns managers of deswegen many ebook stores zu agree around a self-publishing system. That"s because you cannot oase a effective self-pub operation if sie don"t offer indie authors visibility – a place in the online bookshelves that was reserved zum more high-quality (and much more lucrative) traditionally published titles before.

If every goes well with the new self-publishing arm managed von Tolino Media (formerly calledPubbles), revenue bei the stores möchte decrease. Let"s hope that store supervisors are prepared to see this as a good sign (it will be easier because the sales numbers wollen increase at die same time).

German indie authors, punkt least, seem to be very happy about this step.

Now, they oase direct access to nearly 95 percent of the market. It zu sein not important anymore zu pay in aggregator a percentage. With a 70-percent network royalty price (guaranteed just until january 2016), Tolino ist paying lock even an ext than it pays some timeless publishers. The playing field is further leveled by the neu VAT regulations the are in effect since this year:Amazon isn"t obtaining a VAT benefit anymore.

And there ist one Tolino proposition that might seriously competitor Amazon"s KDP select program: Tolino hasn"t given any einzelheiten yet, however they promise their bestselling authors access kommen sie 1,500 local bookstores through paperbacks.

Even if sie take right into account that amazon has some40-percent des the online printed publication sales bei Germany, there zu sein a large buyer potential here for authors,previously been untapped. Die ebook had actually a revenue share des 5.7 percent des the German publication market an 2014 – that leaves an ext than 90 percent kommen sie be conquered by successful indie authors that möchte never be obtainable with a book printed von Amazon"s CreateSpace division.

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Matthias Matting writes, among Germany"s leadingresources top top all dinge self-publishing. As a successful indie author himself with more than 50 titles, he"s ns president of an alliance von German indie"s, the In addition,Matting works part-time zum a Munich based publisher ( and freelancesas a journalist, expert and speaker.

Main image: Tolino modell (left kommen sie right) Shine, Vision 2, and Tab 8,as pictured at