Kobo hopes social features will differentiate it from rivals

Kobo is looking to differentiate itself from other brands in the increasingly competitive e-reader market by focusing its marketing communications on the sharing capabilities of its devices.


The e-reader manufacturer, which recently struck a deal to sell its devices at 750 WH Smith retail outlets, hopes its Reading Life service, where users can earn awards for encouraging others to read and also share quotes or passages via Facebook and Twitter, will give the brand edge against rivals like Amazon’s Kindle and Sony’s Reader.

A recent Kindle update also allows users to share the notes and highlights they make on e-books with others, while Sony’s Daily Edition reader is connected to a website where people can post their favourite book passages. Both readers brands focus their marketing communications on price and technical specifications rather than social features.

Kobo rolled out its multi-million pound UK launch campaign across outdoor and press last week, targeting “heavy book buyers” and highlighting its range of 1 million free e-books.

Further marketing activity will be launched in the lead up to Christmas. Independent mobile strategy, planning and buying agency Yodelmobile is handling the media campaign.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here