consumer."Īt the core of Kobo's efforts, said Michael Tamblyn, is "our near obsessive focus on people with books at the center of their lives. They also buy more frequently and buy more expensive books from a wider range of catalogue than the average U.S. They're more interested in literary fiction, in nonfiction like politics, history and biography. Reflecting the habits of a typical indie customer, only now in digital form rather than print, these customers tend to read "more frequently, build larger libraries faster and generally are more widely read than the average Kobo customer. Kobo continues to be "very happy with the quality of the ABA store customers," Tamblyn added. "Some have embraced this, with a trained staff and dedicated space, and are doing an amazing job" and thus continue to maintain a connection with customers who are making a transition to digital.
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They're learning how to do that with devices now." He noted that there is "a wide range of performance" in sales, with certain indies even outselling some of Kobo's chain partners outside the U.S. The reason they've survived until now is because they're really good at putting books into the hands of customers. "The ABA has been great at coordinating the training and education of indies, for whom this marks the first time they're selling devices. They are curated for the local reader in that country, with the books and subjects, titles and publishers that they want and would expect to find in their local stores." Tamblyn emphasized that the stores often look "quite different from country to country" with staff who "share our values and share our interests and focus on local readers there." He added, "We have to mirror the passion of the customers who are excited about books and reading and feel at home at Kobo, regardless of what language they read in and what country they live in." In the U.S., the Kobo-ABA partnership has been "a very successful program," Tamblyn said. In 16 countries, Kobo has created stores that, as Tamblyn put it, are "localized experiences, not just translations of North American e-bookstores. In other countries, the ABA partnership has served as a template for working with booksellers associations, as is happening in the U.K., Australia and New Zealand. In some countries, Kobo has partnered with large retailers, such as its original parent, Indigo, in Canada (Kobo is now owned by giant Japanese e-tailer Rakuten), FNAC in France, W.H.
Kobo Chief Content Officer Michael Tamblyn
Held the first of what will be many events in indie bookstores uniting Kobo Writing Life self-publishers and bricks-and-mortar booksellers.Added a feature called Collections that offers a range of information on specific topics, such as traveling in Italy or being a vegetarian.Added Beyond the Book, which allows users of all its devices and apps to dig deeper into the text with, for example, definitions of concepts and words.
Including retail partnerships, Kobo has some 17,600 physical and online stores and works with 11,000 publishers. With the mission of allowing "anyone anywhere in the world to read whatever book they want on whatever device they like," as chief content officer Michael Tamblyn put it, Kobo now has more than 16 million users worldwide, offers nearly four million titles, and delivers to 190 countries-effectively every country on the globe.
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