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.

/n/r/n/kobo160.jpg

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.

Recommended

/r/u/c/ChosenByYouASDA.jpg

Sian Jarvis to join Asda

Rosie Baker

Former Department of Health communications and marketing boss Sian Jarvis is joining Asda to head up the supermarket’s comms and public affairs activity.

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    Subscribers get unlimited access to unrivalled coverage of the biggest issues in marketing and world-renowned columnists, alongside carefully curated reports and briefings from Econsultancy. Find out more.

    If you are an existing print subscriber find out how you can get access here.

    Subscribe now

    Got a question?

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

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

    Subscribers get unlimited access to unrivalled coverage of the biggest issues in marketing and world-renowned columnists, alongside carefully curated reports and briefings from Econsultancy. Find out more.

    If you are an existing print subscriber find out how you can get access here.

    Subscribe now