Tolino: insolvency administrator wants to save the world with Kindle competitors - Horizont.net

20/01/2014

of Santiago Campillo-Lundbeck,
Editor Marketing

Tolino Shine

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the campaign

irony of history: the comparatively young success story of e-reading brand Tolino was not enough to save the ailing booksellers Weltbild from insolvency. But Tolino could play a crucial role in saving the viable parts of the company now. For insolvency Arndt Geiwitz the Tolino is a “hope” and first buyers seem to care especially for worldview digital division.

The situation in the market of e-reader is tricky. Because the in March 2013 as a partnership of German Telekom , the world , Thalia , Bertelsmann and Hugendubel launched e-Reader Tolino has managed to develop in record time a serious competitor of Amazon’s’ Kindle e-reader. According to GfK is Tolino could capture a market share of 37 percent, while the market share of Kindles in Germany fell from 48 to 43 percent.The success is all the more remarkable in view of the publishing industry since threatens finally to lose the connection to the Kindle in the U.S., the Barnes and Noble marketed Nook from the bookseller. In a retail environment, which is characterized in the U.S. as well as in Germany by a shrinking number of bookstores, Amazon would thus become the unrivaled provider.

Worldview played a pivotal role in the counter-offensive of the German Book Trade. On the one offered the 300 stores the company an offline presence, which could introduce technology also distant customers carefully to the e-reader – a key competitive advantage against the Pure Player Amazon. On the other was the world, next to Thalia, the only partner who also invested in TV advertising for the brand. If the world fails as a partner permanently, the Tolino-chase
could significantly lose speed.
Against this background it is understandable that most frequently, should be a topic in talks to rescue the world Tolino. Which rescue scenario Geiwitz currently pursuing, the liquidator does not comment publicly. However, it is rumored that the Cologne Publishing Group Bastion Luebbe interested in the digital domain, while the branch network could go to the bookstore chain Hugendubel, is connected to the world view today on the common financial holding DBH.

Also for Bastion Luebbe the acquisition of the world-divisions would fit into the current business strategy. The Cologne Verlag since 2012 pursued the content strategy “Digital First”, in the clear synergies Tolino e-reader and tablet are visible. And also to the investment needs of a move would hardly fail: When IPO Bastion Luebbe could collect about 30 million euros in the fall of 2013. cam

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