Apple iPad – Die größte Gefahr für Verlage seit langem!

von Steffen am 6. April 2010 · 107 Kommentare

Das Apple iPad wird am 29.04. in Deutschland eingeführt. Derzeit liegen etwa 200.000 Vorbestellungen für das Gerät vor. Insofern kann man von einem zu erwartenden Erfolg für Apple ausgehen. (Link auf http://paidcontent.org/article/419-ipad-sales-forecasts-shoot-up/ ) Neben dem iPad wird es im Laufe des Jahres noch weitere Multimedia-Reader, zusätzlich zu den bekannten E-Readern, geben. Es ist also anzunehmen, dass sich eine neue Klasse von Ausgabegeräten etabliert. Dieses wird teilweise bestehende Geräte wie das netbook (Link auf Pressemitteilung wegen dell und hp Rückzug) ablösen und neue Zielgruppen an das Internet heranführen, die sich ansonsten in absehbarer Zeit einen Laptop oder PC (oder Mac) gekauft hätten.
Das alles wird ein Erfolg werden und den Anbietern, die sich mit Ihrem Produkt durchsetzen die nächsten 2-3 Jahren nette Umsätze und hoffentlich auch Gewinne verschaffen.
Und zum ersten mal seit langem keimt die Hoffnung, dass das auch den Verlagen und den Werbetreibenden gelingt. Denn das schöne für diese Gruppe ist der Umstand, dass das iPad in der derzeitigen Form ein sehr rückwärtsgewandtes Medium ist. Es macht den Nutzer wieder zu einem Konsumenten, einem stillen Betrachter. Jemand, der nichts kreiert und dessen Lese- und Sehgewohnheiten leicht zu steuern sind. Ein Nutzer also dem man wieder den gewohnten Brei aus (schicken) Inhalten und Werbung vorsetzt, den er dann ohne nachzudenken aufnimmt. So wie früher in der guten alten Zeit.
Ein Beispiel für diese Denkweise zeigt die von Springer groß angekündigte Welt-App für das iPad. In diesem Zusammenhang auch sehr interessant die Aussage von Jan Bayer, Vorsitzender der Verlagsgeschäftsführung der Welt-Gruppe im Interview mit dem Fachmagazin horizont.net: „Der Manager hat entschieden, zunächst eine schlichte Applikation zu launchen ohne Schnörkel wie Videos oder vertonte Beiträge. Das “Welt”-Angebot hat im Wesentlichen PDF-Funktionen wie das E-Paper; nur die Darstellung der Inhalte und Navigation ist leicht modifiziert. Dass er damit die Technik-Fans enttäuschen könnte, glaubt er nicht. “Unsere Erfahrungen mit dem iPhone haben gezeigt, dass gerade die PDF-Ausgabe sehr stark genutzt wird”, erklärt Bayer.“
Also nochmal zusammengefasst:
Ich kaufe ein PDF für ein Gerät dass mich bereits mindestens 500 Euro gekostet hat
ohne Videos
ohne Podcasts
ohne Möglichkeit zu kommentieren
ohne Möglichkeit sich Inhalte zusammenzustellen
Dafür kostet es pro Monat zwischen 12,99 (Welt Kompakt) und 29,99 (Die Welt)
Und in der traurigen Rückwärtsgewandtheit der Verlage macht dieser Schritt sogar Sinn:
„Das Geschäftsmodell basiert auf den beiden Säulen Paid Content und Werbevermarktung. Ein niedrigerer Preis wäre nicht infrage gekommen, denn Springer will die Chance des iPad nutzen “angemessene” Gebühren für seine journalistischen Inhalte in der digitalen Welt zu verlangen.“
Die Frage wieviele Menschen das tun werden erübrigt sich. Die ersten Zahlen aus den USA zeigen: Niemand (http://www.businessinsider.com/henry-blodget-as-expected-no-one-wants-those-expensive-newspaper-ipad-apps-2010-4 )
Aber das wirklich traurige daran ist, dass das iPad, wie ein Trojanisches Pferd, Hoffnung in die Etagen der Entscheider bringt. Eine Hoffnung, dass alles nochmal gut geht. Eine trügerische Hoffnung, sich nicht erfüllen wird und die – und das ist das schlimmste – nur Zeit kostet. Zeit, die man darauf verwenden könnte sich wirkliche Gedanken über die zukünftigen Geschäftsmodelle zu machen und diese auch umzusetzen.

Das Apple iPad wird am 29.04. in Deutschland eingeführt. Derzeit liegen etwa 200.000 Vorbestellungen für das Gerät vor. Insofern kann man von einem zu erwartenden Erfolg für Apple ausgehen. Neben dem iPad wird es im Laufe des Jahres noch weitere Multimedia-Reader, zusätzlich zu den bekannten E-Readern, geben. Es ist also anzunehmen, dass sich eine neue Klasse von Ausgabegeräten etabliert. Diese werden teilweise bestehende Geräte wie das netbook ablösen und neue Zielgruppen an das Internet heranführen, die sich ansonsten in absehbarer Zeit einen Laptop oder PC (oder Mac) gekauft hätten.

Das alles wird ein Erfolg und den Anbietern, die sich mit Ihrem Produkt durchsetzen, die nächsten 2-3 Jahren nette Umsätze und hoffentlich auch Gewinne verschaffen.

Und zum ersten mal seit langem keimt die Hoffnung, dass dies auch den Verlagen und den Werbetreibenden gelingt. Denn das schöne für diese Gruppe ist der Umstand, dass das iPad in der derzeitigen Form ein sehr rückwärtsgewandtes Medium ist. Es macht den Nutzer wieder zu einem Konsumenten, einem stillen Betrachter. Jemand, der nichts kreiert und dessen Lese- und Sehgewohnheiten leicht zu steuern sind. Ein Nutzer also dem man wieder den gewohnten Brei aus (schicken) Inhalten und Werbung vorsetzt, den er dann ohne nachzudenken aufnimmt. So wie früher in der guten alten Zeit.

Ein Beispiel für diese Denkweise zeigt die von Springer groß angekündigte Welt-App für das iPad. In diesem Zusammenhang auch sehr interessant die Aussage von Jan Bayer, Vorsitzender der Verlagsgeschäftsführung der Welt-Gruppe im Interview mit dem Fachmagazin horizont.net: „Der Manager hat entschieden, zunächst eine schlichte Applikation zu launchen ohne Schnörkel wie Videos oder vertonte Beiträge. Das “Welt”-Angebot hat im Wesentlichen PDF-Funktionen wie das E-Paper; nur die Darstellung der Inhalte und Navigation ist leicht modifiziert. Dass er damit die Technik-Fans enttäuschen könnte, glaubt er nicht. “Unsere Erfahrungen mit dem iPhone haben gezeigt, dass gerade die PDF-Ausgabe sehr stark genutzt wird”, erklärt Bayer.“

etch-a-sketch

Also nochmal zusammengefasst:

  • Ich kaufe ein PDF für ein Gerät dass mich bereits mindestens 500 Euro gekostet hat
  • ohne Videos
  • ohne Podcasts
  • ohne Möglichkeit zu kommentieren
  • ohne Möglichkeit mir Inhalte zusammenzustellen
  • Dafür kostet es pro Monat zwischen € 12,99 (Welt Kompakt) und € 29,99 (Die Welt)

Und in der traurigen Rückwärtsgewandtheit der Verlage macht dieser Schritt sogar Sinn: „Das Geschäftsmodell basiert auf den beiden Säulen Paid Content und Werbevermarktung. Ein niedrigerer Preis wäre nicht infrage gekommen, denn Springer will die Chance des iPad nutzen “angemessene” Gebühren für seine journalistischen Inhalte in der digitalen Welt zu verlangen.“

Die Frage wieviele Menschen das tun werden erübrigt sich. Die ersten Zahlen aus den USA zeigen: Niemand

Aber das wirklich traurige daran ist, dass das iPad, wie ein Trojanisches Pferd, Hoffnung in die Etagen der Entscheider bringt. Eine Hoffnung, dass alles nochmal gut geht. Eine trügerische Hoffnung, die sich nicht erfüllen wird und die – und das ist das schlimmste – nur Zeit kostet. Zeit, die man darauf verwenden könnte sich wirklich Gedanken über die zukünftigen Geschäftsmodelle zu machen und diese auch umzusetzen.


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