Amazons Kindle is no longer just a product: Its a whole ecosystem.
Specifically, its not just an e-book reader but a tablet, a media store, a platform for digital media sales, and even a publishing imprint.
The Kindle ecosystem is also Amazons fastest-growing product and could account for more than 10% of the companys revenue next year.
So Amazon observers are understandably curious:
- How does Amazon generate revenue from the Kindle ecosystem?
- Does it generate any profit yet?
- Will it ever generate profit?
- How much?
Answering these questions is complicated because Amazon discloses little (basically nothing) about the Kindle ecosystem, and because the business is still so new. But the Kindle is extremely important to Amazons future, so we need to work with the information we have.
That being said, its probably a big business.
Citi analyst Mark Mahaney estimates that Kindle ecosystem revenue will be 10% of Amazons total revenue by 2012, a $6 billion business (see chart at right).
The Kindle ecosystem business has basically two components:
- Sales of hardware (e-readers and tablets); and
- Sales of software (media).
Most analysts agree that Amazon probably sells Kindle hardware at breakeven or a small loss to subsidize media sales, thus employing the famous 'razor/razor blade' model. As it gains in scale and efficiencies, it passes savings on to the customer, achieving very low price points (see chart).
We believe Amazon is almost certainly losing money on its newest and highest-end Kindle, the Kindle Fire. Its probably closer to breakeven on the other Kindles, according to analyses weve seen.
So the Kindle hardware business probably generates several billion dollars of revenue, but, at best, Amazon probably breaks even on these sales.
So, what about the software--media?
Kindle used to be just about books. With the Kindle Fire, this is no longer true. Even though Amazon doesnt say so, with the Kindle Fire its fair to say that all of Amazons digital media sales are now part of the Kindle ecosystem. They include:
- Digital books
- MP3s
- Streaming video
- Apps
- Ads
The economics on each of these is different, so its worth briefly addressing all of them.
Digital books: Amazon started out by selling losing money on e-book sales by adopting the 'wholesale model': buying books from publishers at regular print wholesale prices and then selling them at a discount to set reader expectations of a lower price for e-books.
The publishers freaked out about this, though, because they thought it would cannibalize print-book sales. (Which is inevitable, but thats a different issue.) Amazon lost a high-profile battle with publishers, and agreed to move to an 'agency model' where publishers set the prices of e-books and Amazon gets a commission, which is probably small. Publishers typically price e-books at the same price as paper books.
So Amazon probably doesnt make a lot of money from these sales right now. But its also probably not losing as much money as it was.
One day Amazon will make more money from Kindle books, though, in part because it is becoming a publishing house.
Amazon already lets authors self-publish books on the Kindle platform, where it keeps 30% of the price. Some authors have already become millionaires by side-stepping traditional publishers and selling smaller books for lower prices and increasing volume.
Amazon has also opened its own publishing imprint, hiring New York editor Larry Kirshbaum to head it and compete head-to-head with traditional publishers. Amazon doesnt just publish these books on Kindle, but also as paper books, selling them on its website.
Self-published and Amazon-published books are still likely a small part of all the ebooks sold, but theyll likely grow. And as Amazon moves up the value chain in publishing, as the possibilities of self-publishing on Kindle draw more and more writers to side-step the traditional publishing process, and as Amazon gains additional negotiating leverage over publishers, Amazon should make serious money from e-books.
Citi Investment ResearchNumber of ebooks available for sale on US Kindle store
All in all, the number of ebooks available on the Kindle platform is growing fast, getting close to a million, according to Citis Mark Mahaney (see chart at right).
This is a bullish signal on the Kindle ebook platform, because we believe it has network effects: as the Kindle becomes the dominant sales channel for books, it will attract more consumers, which will attract more publishers/authors, which will attract more consumers and so on.
And this, in turn, will increase Amazons negotiating leverage. Eventually, publishers will become so dependent on Amazon for distribution that theyll have to give it better terms.
Amazon MP3: Amazo
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Amazons Kindle is no longer just a product: Its a whole ecosystem.
Specifically, its not just an e-book reader but a tablet, a media store, a platform for digital media sales, and even a publishing imprint.
The Kindle ecosystem is also Amazons fastest-growing product and could account for more than 10% of the companys revenue next year.
亚马逊的Kindle不再只是一个产品：这是一个完整的生态系统。
yagrave;亚 mǎ马 xugrave;n逊 de的 K i n d l e bugrave;不 zagrave;i再 zhǐ只 shigrave;是 yī一 gegrave;个 chǎn产 pǐn品 ： zhegrave;这 shigrave;是 yī一 gegrave;个 waacute;n完 zhěng整 de的 shēng生 tagrave;i态 xigrave;系 tǒng统 。
Specifically, its not just an e-book reader but a tablet, a media store, a platform for digital media sales, and even a publishing imprint.
具体而言，它不仅仅是一个电子书阅读器，而是一个平板电脑，一个媒体商店，一个数字媒体销售平台，甚至是一个出版的印记。
Kindle系统是亚马逊生态系统增长最快的产品，占比超过一年公司收入的10%。
So Amazon observers are understandably curious:
·How does Amazon generate revenue from the Kindle ecosystem?
·Does it generate any profit yet?
·Will it ever generate profit?
·How much?
所以亚马逊观察家都好奇：
suǒ所 yǐ以 yagrave;亚 mǎ马 xugrave;n逊 guān观 chaacute;察 jiā家 dōu都 hagrave;o好 qiacute;奇 ：
How does Amazon generate revenue from the Kindle ecosystem?
·亚马逊如何从Kindle生态系统盈利？
ruacute;如 heacute;何 coacute;ng从 yagrave;亚 mǎ马 xugrave;n逊 K i n d l e shēng生 tagrave;i态 xigrave;系 tǒng统 chǎn产 shēng生 de的 shōu收 rugrave;入 ？
Does it generate any profit yet?
·kindle产生任何利润了吗？
bugrave;不 chǎn产 shēng生 regrave;n任 heacute;何 ligrave;利 rugrave;n润 le了 ma吗 ？
Will it ever generate profit?
·它会产生利润吗？
zhegrave;这 huigrave;会 chǎn产 shēng生 ligrave;利 rugrave;n润 ？
How much?
·多少（钱）？
Answering these questions is complicated because Amazon discloses little (basically nothing) about the Kindle ecosystem, and because the business is still so new. But the Kindle is extremely important to Amazons future, so we need to work with the information we have.
回答这些问题很复杂，因为亚马逊公开的关于Kindle生态系统的内容很少（基本没有），并且这项业务还是新兴产业。但Kindle又确定是亚马逊未来非常重要的一环，所以我们需要参与我们的信息工作。
That being said, its probably a big business.
Citi sanalyst Mark Mahaney estimates that Kindle ecosystem revenue will be 10% of Amazons total revenue by 2012, a $6 billion business (see chart at right).
话虽如此，这可能是一项大工程。
花旗集团分析师Mark Mahaney估计，Kindle生态系统收入将占2012年亚马逊总收入的10%，一个60亿美元的业务（见图右）。
The Kindle ecosystem business has basically two components:
·Sales of hardware (e-readers and tablets); and
·Sales of software (media).
Most analysts agree that Amazon probably sells Kindle hardware at breakeven or a small loss to subsidize media sales, thus employing the famous 'razor/razor blade' model. As it gains in scale and efficiencies, it passes savings on to the customer, achieving very low price points (see chart).
Kindle生态系统的业务基本上有两个组件：
·硬件销售（电子阅读器和平板电脑）；和
yigrave;ng硬 jiagrave;n件 xiāo销 shograve;u售 （ diagrave;n电 zǐ子 yuegrave;阅 duacute;读 qigrave;器 heacute;和 piacute;ng平 bǎn板 diagrave;n电 nǎo脑 ） ； heacute;和
Sales of software (media).
·软件销售（媒体）。
ruǎn软 jiagrave;n件 xiāo销 shograve;u售 （ meacute;i媒 tǐ体 ） 。
Most analysts agree that Amazon probably sells Kindle hardware at breakeven or a small loss to subsidize media sales, thus employing the famous 'razor/razor blade' model. As it gains in scale and efficiencies, it passes savings on to the customer, achieving very low price points (see chart).
多数分析师认为，亚马逊的Kindle硬件可能出售盈亏平衡或小亏损的项目来贴补媒体销售业务，因此采用了著名的“剃刀和刀片”模式。随着它的规模和效率的提高，它通过节省客户，实现非常低的价格点（见图表）。
Believe Amazon is almost certainly losing money on its newest and highest-end Kindle, the Kindle Fire. Its probably closer to breakeven on the other Kindles, according to analyses weve seen.
So the Kindle hardware business probably generates several billion dollars of revenue, but, at best, Amazon probably breaks even on these sales.
相信Kindle几乎可以肯定是亚马逊亏钱的顶端，Kindle Fire。根据我们所看到的分析来看，它可能更接近盈亏平衡另盈亏燃点。
xiāng相 xigrave;n信 yagrave;亚 mǎ马 xugrave;n逊 jī几 hū乎 kěn肯 digrave;ng定 shigrave;是 kuī亏 qiaacute;n钱 de的 zuigrave;最 gāo高 duān端 de的 K i n d l e ， K i n d l e F i r e 。 tā它 kě可 neacute;ng能 gegrave;ng更 jiē接 jigrave;n近 yiacute;ng盈 kuī亏 piacute;ng平 heacute;ng衡 ligrave;ng另 diǎn点 raacute;n燃 ， gēn根 jugrave;据 wǒ我 men们 suǒ所 kagrave;n看 dagrave;o到 de的 fēn分 xī析 。
So the Kindle hardware business probably generates several billion dollars of revenue, but, at best, Amazon probably breaks even on these sales.
所以Kindle硬件业务可能产生数十亿美元的收入，但是，在最好的情况下，亚马逊甚至可能中断这些销售。
So, what about the software--media?
那么，软件媒体呢？
Kindle used to be just about books. With the Kindle Fire, this is no longer true. Even though Amazon doesnt say so, with the Kindle Fire its fair to say that all of Amazons digital media sales are now part of the Kindle ecosystem. They include:
- Digital books
- MP3s
- Streaming video
- Apps
- Ads
nagrave;那 me么 ， ruǎn软 jiagrave;n件 meacute;i媒 tǐ体 ne呢 ？
Kindle used to be just about books. With the Kindle Fire, this is no longer true. Even though Amazon doesnt say so, with the Kindle Fire its fair to say that all of Amazons digital media sales are now part of the Kindle ecosystem. They include:
Kindle使用的是书。有了Kindle Fire，这不再是真实的。尽管亚马逊不这么说，对于Kindle Fire公平地说，现在亚马逊所有的数字媒体营销都是Kindle生态系统的一部分。包括：
K i n d l e shǐ使 yograve;ng用 de的 shigrave;是 shū书 。 yǔ与 K i n d l e F i r e ， zhegrave;这 bugrave;不 zagrave;i再 shigrave;是 zhēn真 shiacute;实 de的 。 jǐn尽 guǎn管 yagrave;亚 mǎ马 xugrave;n逊 bugrave;不 zhegrave;这 me么 shuō说 ， yǔ与 K i n d l
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