Ponto Frio heats up the fight for the digital books market
DCI 09/30/10
The bookstores have a strong competitor now: Ponto Frio, of Pão de Açúcar Group, which initiates the sales of digital books (e-books) on its e-commerce website. The goal is to reach 5 thousand titles by the end of this year and gain an edge over the competition of electronics retailers that still do not decide for selling the new model of reading. On average, e-books are 30% cheaper than traditional books. It is estimated that in 2011, sales of e-books will represent 10% of book sales through e-commerce in Ponto Frio. The latest statistics from the Amercian Association of Publishers (APA) showed that the e-books occupy 4% of the total market sales of books in the United States, the equivalent of US$ 27.4 million.The available titles are compatible with most digital book readers (e-readers). "The fact that the e-book have no restriction allows more freedom and flexibility to the reader. The main format will be e-Pub, compatible with the major channels of use", said Claudio Campos, manager of the digital distribution area of the site. "The purchase on the site will be similar to a download of games: the client chooses the title, makes a purchase, receive the link and make the download".
With the incursion in this new business, Pontofrio.com.br follows the path of the American Amazon, famous for selling books on the Internet and the creator of the Kindle - a digital book reader. For the pioneering of the Ponto Frio site in Brazil, analysts believe in the success of the business and are already calculating. "Ponto Frio is ahead when starts preparing itself for this global trend of e-books. In some years, when other large companies of retail begin the sales, it will be ahead through loyalty and quantity of the collection", says Renata Fiscalli Santos, researcher in technology and e-commece of the University of Campinas (UNICAMP).
Besides Ponto Frio, other retail chains, except bookstores, also follow the segment. According to Marcelo Ribeiro, e-Commerce director of Ricardo Eletro, the network of electronics from Minas Gerais also sees an opportunity to sell e-books. "There are advanced studies for the starting of the sales, since the segment is a trend in the e-commerce", said the executive, who still can not give dates on the start of sales on the site.