In terms of the music industry, there are two major timeframes – before and after digital downloads. The iPod will be in history books as the device that encapsulates this change in the industry in generations to come. Many people have said it is inevitable that this will happen to movies as well. This industry was fortunate to learn from the music industry, but technology has reached the point where even these much larger files are capable of being easily transferred, to the point that hundreds of feature-length movies can be held in the palm of your hand through a range of portable devices (iPod included).
Now we’re seeing a new development that poses a new shift for retailers. In 2009, Amazon’s ‘Kindle’ gained popularity as a ‘digital book’. A hardware device that would enable you to carry around with you hundreds of books in your bag and could download more from their online store. Sounds reserved to only the rare tech-savvy? Consider this: Over Christmas 2009 Amazon.com, the largest bookseller in the world (http://www.thebookseller.com/news/58808-amazon-could-phase-out-publishers.html), sold more ‘book downloads’ than it did physical books (http://www.guardian.co.uk/technology/blog/2009/dec/28/kindle-christmas). Music downloads haven’t even come close to that kind of percentage. Amazon’s not alone either. Barnes & Noble, the claiming to be the largest bricks & mortar bookseller, spent over $15 million USD to acquire an “e-reader” solution. Rumour websites are abuzz that Apple (yes, the iPod) are set to launch their own version later this month. It seems digital books are coming, and coming fast.
So what does this mean for independent Christian stores in Australia? Whatever we want it to mean. Depending on our outlook, it could be one of fear or one of opportunity – people are still purchasing the hardware and paying for the download of the book. Plus, there will always be us die-hard book-readers that refuse to read a book that requires recharging. If we choose to take a lesson from the music industry, we should be keeping our ear to the ground on this topic and ensuring that we’re ready and willing to embrace this new change. Last decade, many music stores chose to ignore the change to their industry and were left behind. The industry didn’t go away, in fact in many ways it’s grown – but they didn’t grow with it. Let’s decide that in this new decade we won’t allow the fear of the unknown or technology grip us. Ultimately, this new medium has the potential to get God’s word into people’s hands like never before.
Share your thoughts on this topic – do you think this could happen in the near future? How could this change our industry, both stores & suppliers?
