Since the release of Apple’s iPad, Amazon has been running full screen advertisements touting the virtues of the Kindle. Is this effective marketing or a desperate attempt to hold on to their “first to market” advantage and rapidly declining market share in the ebook world.

Amazon has an ebook but Apple is offering a lifestyle choice. If Amazon is going to stay in the ebook business they are going to need more than adverts touting the advantages of the kindle. They will need to create a paradigm shifting business model.

I spoke with someone over at Amazon a few months back and suggested an unlimited download policy. Users would pay a flat monthly fee and they could download as many books, audio programs and magazines as they wanted. In the long run and in the era of FREE this is the only way forward. The Amazon lady balked at the idea. I remember thinking to myself “Lady, seriously, if you guys don’t do it soon you will be looking for work on elance.”  But I refrained and took the nice $25 coupon she offered me for the “inconvenience” instead. Wonder what they will do when they run out of “inconvenience coupons”?  Hmmmmm….

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