The electronic book opens price war in the publishing industry

1. • The manufacturer of the Kindle is endangering their domain before the outbreak of the Apple iPad tablet
2. • Amazon stock falls after ceding to pressure to exaggerate their volumes MacMillan

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SONIA GUTIERREZ
BARCELONA

The publishing industry has emerged as a key player in the new war e-book, open after Apple unveiled the iPad, a tablet that also functions as a reader (e-book). In the first battle of this war, has fallen the first victim: Amazon. The online store and manufacturer of the Kindle, industry-leading e-book, has been forced to change their pricing pressure from publishers, in an unprecedented decision that has cost the stock market crash. The actions came to losing 9% on Monday to close the session with a fall of 5.21%. Yesterday, the losses touched another 2%, but closed flat.
The first step was taken by MacMillan, a major U.S. publishing houses, requiring the weekend to Amazon to allow him to sell their developments above the $ 9.99 price set by the store. Amazon responded by withdrawing his tent-Macmillan titles in its catalog that is selling like Dan Brown and literary classics as Lewis Carroll and Rudyard Kipling, "but recanted within hours. "We will have to capitulate and accept the terms of MacMillan because they have a monopoly on certain titles, and will have to offer but prices should necessarily be higher", he justified the company on line on Sunday. MacMillan's victory was welcomed by the publishing industry, he sees an opportunity to expand its margins in a market that until now controlled by Amazon, to benefit from its dominant position. MacMillan's case could now encourage other publishers to also ask higher prices.
In the reverse Amazon is about Apple's announcement that it will allow publishers to price books and his store, iBook Store, will act as sales agency. Precisely, MacMillan is one of the five publishers that have signed agreements with the company of the block to sell their works through the Apple Store. Hachette, HarperCollins, Penguin and Simon & Schuster will also offer its catalog on this platform.

THE IPAD, MORE EXPENSIVE / The iPad will reach U.S. stores in late March (and in summer in Europe) and costs between 360 and 600 euros. The Kindle sells for 185 euros (basic) and EUR 350 (DX). Although no official figures, is estimated to have sold some three million Kindle since its launch in 2007.
War e-book takes a new spirit when Google launched its own platform for e-books, Google Edition. The initial offer will be half a million titles that, in principle, be read in any existing device.