3. KOBO STRENGTHS
Kobo Pulse integration with social media (Velazco, 2011)
Named the best eReader by theWall Street Journal (kobocafe, 2013,“Kobo’s bet
to double down”)
Over 3.5 million ebooks available (Kobo, 2013,About Us)
Broad range of content across age ranges kobocafe, 2013,“Kobo’s bet to double
down”)
Partnership with Chapters in Canada and other major retailers worldwide
(Koslowski, 2013, para 1)
Ebooks are available in 190 countries across 68 languages kobocafe, 2013,
“Kobo’s bet to double down”)
4. KOBO WEAKNESSESS
Limited functionality versus tablets
Rated lower than competitive eReaders by Consumer Reports (Consumer
Reports, 2012, p 2)
Low single digit market share in the U.S. market (Greenfield, 2013, p 1)
20% share of the global ebook market (Hoffelder, 2013, para 2)
EReaders are only available in a dozen countries (Greenfield, 2013, p 3)
5. KOBO OPPORTUNITIES
Growth in self-published books (Campbell, 2013, para 2)
Baby boomers/seniors have more leisure time (Statistics Canada, 2009, para. 20)
Large global market for ebooks (Bensinger, 2013, para. 3)
Aging population (Statistics Canada, 2012)
Advertising space is being sold on competitive eReaders (Warc, 2011, para 1)
6. KOBO THREATS
53% of consumers intend to buy a Kindle (Ipsos, 2012, para 9)
People are spending more time on the internet (CBC News, 2012, para. 2)
Tablet computers use colour, graphics, apps and touch technology (Bensinger,
2013, para .10)
Pirating of ebooks (Pogue, 2013, para. 17)
Significant competitive pressure from Apple,Amazon and Sony (Euromonitor,
2012, p 2)
Competitors spend large amounts on media (Del Rey, 2013, para 5)
8. KOBO – POTENTIAL ACTIONS –
1 STRENGTH AND 1 WEAKNESS
BUILD ON A STRENGTH
Further develop and exploit the social aspect of the Kobo eReader.
One of the strengths of the kobo is its integration with social platforms and the ability of
kobo readers to interact. Kobo should further develop the social aspect of the kobo by
providing more opportunities for readers to interact and share opinions and knowledge.
CORRECT/MINIMIZE AWEAKNESS
Ensure functionality meets the varying needs of the serious reader, such as ease of
outdoor reading and font sizing.
One of Kobo’s weaknesses is that it only offers comparable functionality. Kobo should
understand the needs of its ‘serious readers’ and quickly match important components of
functionality with the competition.
9. KOBO – POTENTIAL ACTIONS –
2 OPPORTUNITIES
EXPLOIT AN OPPORTUNTITY
Create eReader packs for traveling baby boomers/seniors focused on different
interests i.e. best-sellers, classics, gardening, politics, etc.
Baby boomers and seniors have more leisure time and Kobo could create and bundle books
along different interest areas providing added value to their customers.
4. EXPLOIT AN OPPORTUNITY
Develop a distribution network outside of North America
There is a large global market available for eReaders.While Kobo has a strong share of the
Canadian market, they have had significant difficulty penetrating the US market. Kobo should
set up partnerships with retailers in the large markets outside of North America to grow
sales.
10. KOBO – POTENTIAL ACTIONS –
2 THREATS
MANAGE A THREAT
Research the importance of advancing technology with key customer groups
Tablets are a significant threat to the eReader business.The functionality, colour, applications
and touch technology available with tablets could sway consumers to choose a tablet instead
of an eReader device.
MANAGE A THREAT
Aggressively promote that Kobo content is compatible with smartphone, tablet and
android systems
A significant number of people do not own an eReader device. Providing compatible content
for other devices and operating systems will grow Kobo’s share of the digital ebook business.
11. REFERENCES
Amazon. (2013). Kindle E-readers. Retrieved from
http://www.amazon.ca/dp/B007HCCOD0/ref=sa_menu_kdpszn
Bensinger G. (2013, Jan 4). The E-Reader Revolution: Over Just as It Has Begun? Wall Street Journal.
Retrieved from http://online.wsj.com/article/SB1000142412788732387420457821983416057301
0.html#printMode
Bhatt D. (2013). KOBO. Retrieved from: http://dhavalbhatt.com/KOBO
Best Buy. (2013). eBook Readers. Retrieved from http://www.bestbuy.ca/en-CA/category/ebook-
readers/28383.aspx?path=3577dc31bbe26f7fd8cf23435ae3ca05en01
CBC News. (2012, Mar 2). Canadians lead in time spent online, says report. Retrieved from
http://www.cbc.ca/news/technology/story/2012/03/02/canadians-more-time-online.html
Euromonitor International. (2012, Sept 10). Kobo Inc in Consumer Electronics (Canada). Retrieved from
http://www.portal.euromonitor.com.library.sheridanc.on.ca/Portal/Pages/Search/S
earchResultsList.aspx
Euromonitor International (2013, Nov). Portable players in Canada. Retrieved from
http://www.portal.euromonitor.com.library.sheridanc.on.ca/Portal/Pages/Search/
SearchResultsList.aspx
Greenfield J. (2013, April 5). Kobo CEO Mike Serbinis: Doubling down on eReaders and international
expansion. Digital Book World. Retrieved from http://www.digitalbookworld.com/2013/kobo-
ceo-mike-serbinis-doubling-down-on-e-readers-and-international-expansion/
12. REFERENCES
Hoffelder N. (2013, Jan 16). Kobo boasts that they have 20% of world eReader market, forgets to mention
ebook market share. The Digital Reader. Retrieved from http://www.the-digital-
reader.com/2013/01/16/kobo-boasts-that-they-have-20-of-world-ereader-market-forgets-to-
mention-ebook-market-share/
Ipsos Reid (2012). Latest Wave of Ipsos Study Reveals Mobile Device Brands Canadian Consumers are
Considering in 2012. Retrieved from http://www.ipsos-na.com/news-
polls/pressrelease.aspx?id=5596
Kobo. (2013). About Us. Retrieved from http://www.kobo.com/aboutus
Kobo. (2013). Ereaders – Technical Specs. Retrieved from: http://www.kobo.com/ereaders
Kobo bucks softening e-reader market, adds 2.5 million customers (2013, May 28). The Globe and Mail.
Retrieved from http://www.theglobeandmail.com/technology/business-technology/kobo-
bucks-softening-e-reader-market-adds-25-million-customers/article12185743/
Kobocafe. (2013, May 28). Kobo’s bet to double down on passionate booklovers pays off. Retrieved from
http://cafe.kobo.com/
Koslowski M. (2012, April 23). Kobo controls 45% of the Canadian eReader Market. Retrieved from
www.goodeReader.com
13. REFERENCES
Purewal, S. J. (2013, April). Kobo E-readers: Different sizes, distinctive features. PC World, 31, 46-47. Retrieved
from http://search.proquest.com/docview/1324620284?accountid=3455
Statistics Canada. (2009). Online activities of Canadian boomers and seniors. Retrieved from
http://www.statcan.gc.ca/pub/11-008-x/2009002/article/10910-eng.htm
Warc (2011). Brands look to the Kindle. Retrieved from http://www.warc.com.library.sheridanc.on.ca/
