Kobo fights Amazon with the one thing it has that the giant doesn't: friends

The Aura HD is a great bit of hardware, but that's not where the battle of ereaders is being fought.

The 2003 film The Corporation assess the idea of corporate personhood, the legal fiction that allows companies to exist, and argues that the structures that keep them in place compel them to act in a way that, it claims, is psychopathic. But the partnerships displayed at the launch last night of e-reading company Kobo's new Aura HD device will hopefully end up disproving the claim. That, or there are a lot more sheep signing strategic deals with wolves than I thought.

Kobo is in town for the London Book Fair, and used the opportunity to launch its new ereader. The tech itself is fancy as hell: described by the company as being designed from the ground up for "passionate" readers, it's got an ultra-high resolution screen (slightly sharper than an iPad 4's, though at that stage, who's counting?), sharp industrial design, and a speedy processor that makes it feel faster than any e-ink reader I've used before. It's also got everything that we've come to expect as standard: a backlit touchscreen, wireless syncing, a built-in dictionary, optional fonts, and so on.

But it was the build-up to the announcement – a Steve Jobs-inspired "one more thing" at the end of a press conference – that I found most interesting. The elephant in the room was, clearly, Amazon, whose Kindle reader dominates the market. But the way Kobo is choosing to fight that dominance suggests a level of trust between companies which is rare to find in an industry as cutthroat and rapidly changing as this one.

Amazon is the business you don't want on your turf. Matt Yglesias described it as "a charitable organization being run by elements of the investment community for the benefit of consumers" and he's not far off. If it decides to compete with you, your options are dramatically limited: you can't undercut it, because it doesn't care about profits. You can't live in an under-served niche, because Amazon's scale lets it serve every sector out there. And you can't really pivot into a new business, because if you can, Amazon can too – and will.

But Kobo's strategy seems to be make use of the one thing Amazon doesn't have: friends. The distinction is clearest when it comes to retail partners. Stephen Clarke, the CEO-designate of WHSmith's, spoke about the chain's working relationship with Kobo. Following what he described as an "interesting courtship" – "a little bit of falling out, a little bit of hissy fitting, a little bit of 'it's not me it's you'" – the two companies are now selling Kobo readers in a shop-within-a-shop in WHSmith's Oxford Street branch, and plan to expand that to 100 shops around the country. And the deal is reciprocal: while Kobo gets to sell in WHSmith locations, the latter now has a white-label ebookstore where customers can buy Kobo books.

That's a far cry from Amazon's relationship with brick-and-mortar retailers, which is basically to make them cry. But there's also less of an air of menace in Kobo's relationship with publishers. That's a group which Amazon needs to keep onside – for now – because they do make most of the books which the company sells. But the company has made no secret of its desire to be a publisher itself, and has made several aggressive moves into the sector.

Again, contrast that with the presence of Stephen Page, the CEO of Faber and Faber, at the launch. Page spoke about his company's transformation as a result of the internet, with particular focus on the conversation it lets happen with readers. A data-sharing agreement has been worked out, and the two companies seem to be going forward with a far less passive-aggressive relationship than many.

But even if everything is smiles now, can it last? Kobo's CEO, Michael Serbinis, spoke about his expectation that the transition to ebooks would be a 25 year change. Big transformations have happened already, even in the three years the company's been working with WHSmith, but we still don't know what the end stage looks like.

Retailers clearly hope there is a space for them in that future, and Kobo is eager to convince them that's the case. But it's hard to believe that there won't be some point where the latter finds it easier to go alone – and when that comes, will a history of friendship mean anything at all?

The Kobo Aura HD. Photograph: Kobo

Alex Hern is a technology reporter for the Guardian. He was formerly staff writer at the New Statesman. You should follow Alex on Twitter.

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Here’s everything wrong with Daniel Hannan’s tweet about Saturday’s Unite for Europe march

I am Captain Ahab, and Dan is my great white whale, enraging and mocking me in equal measure through his continued political survival.

I was going to give up the Daniel Hannan thing, I really was. He’s never responded to this column, despite definitely being aware of it. The chances of him changing his views in response to verifiable facts seem to be nil, so the odds of him doing it because some smug lefty keeps mocking him on the internet must be into negative numbers.

And three different people now have told me that they were blissfully unaware of Hannan's existence until I kept going on about him. Doing Dan’s PR for him was never really the point of the exercise – so I was going to quietly abandon the field, leave Hannan to his delusion that the disasters ahead are entirely the fault of the people who always said Brexit would be a disaster, and get back to my busy schedule of crippling existential terror.

Told you he was aware of it.

Except then he does something so infuriating that I lose an entire weekend to cataloguing the many ways how. I just can’t bring myself to let it go: I am Captain Ahab, and Dan is my great white whale, enraging and mocking me in equal measure through his continued political survival.

I never quite finished that book, but I’m sure it all worked out fine for Ahab, so we might as well get on with it*. Here’s what’s annoying me this week:

And here are some of the many ways in which I’m finding it obnoxious.

1. It only counts as libel if it’s untrue.

2. This sign is not untrue.

3. The idea that “liars, buffoons and swivel-eyed loons” are now in control of the country is not only not untrue, it’s not even controversial.

4. The leaders of the Leave campaign, who now dominate our politics, are 70 per cent water and 30 per cent lies.

5. For starters, they told everyone that, by leaving the EU, Britain could save £350m a week which we could then spend on the NHS. This, it turned out, was a lie.

6. They said Turkey was about to join the EU. This was a lie too.

7. A variety of Leave campaigners spent recent years saying that our place in the single market was safe. Which it turned out was... oh, you guessed.

8. As to buffoons, well, there’s Brexit secretary David Davis, for one, who goes around cheerfully admitting to Select Committees that the government has no idea what Brexit would actually do to the economy.

9. There was also his 2005 leadership campaign, in which he got a variety of Tory women to wear tight t-shirts with (I’m sorry) “It’s DD for me” written across the chest.

10. Foreign secretary Boris Johnson, meanwhile, is definitely a liar AND a buffoon.

11. I mean, you don’t even need me to present any evidence of that one, do you? You just nodded automatically.

12. You probably got there before me, even. For what it's worth, he was sacked from The Times for making up a quote, and sacked from the shadow frontbench for hiding an affair.

13. Then there’s Liam Fox, who is Liam Fox.

14. I’m not going to identify any “swivel-eyed loons”, because mocking someone’s physical attributes is mean and also because I don’t want to get sued, but let’s not pretend Leave campaigners who fit the bill would be hard to find.

15. Has anyone ever managed to read a tweet by Hannan beginning with the words “a reminder” without getting an overwhelming urge to do unspeakable things to an inanimate object, just to get rid of their rage?

16. Even if the accusation made in that picture was untrue, which it isn’t, it wouldn’t count as libel. It’s not possible to libel 52 per cent of the electorate unless they form a distinct legal entity. Which they don’t.

17. Also, at risk of coming over a bit AC Grayling, “52 per cent of those who voted” is not the same as “most Britons”. I don’t think that means we can dismiss the referendum result, but those phrases mean two different things.

18. As ever, though, the most infuriating thing Hannan’s done here is a cheap rhetorical sleight of hand. The sign isn’t talking about the entire chunk of the electorate who voted for Brexit: it’s clearly talking specifically about the nation’s leaders. He’s conflated the two and assumed we won’t notice.

19. It’s as if you told someone they were shit at their job, and they responded, “How dare you attack my mother!”

20. Love the way Hannan is so outraged that anyone might conflate an entire half of the population with an “out of touch elite”, something that literally no Leave campaigners have ever, ever done.

21. Does he really not know that he’s done this? Or is he just pretending, so as to give him another excuse to imply that all opposition to his ideas is illegitimate?

22. Once again, I come back to my eternal question about Hannan: does he know he’s getting this stuff wrong, or is he genuinely this dim?

23. Will I ever be able to stop wasting my life analysing the intellectual sewage this infuriating man keeps pouring down the internet?

*Related: the collected Hannan Fodder is now about the same wordcount as Moby Dick.

Jonn Elledge edits the New Statesman's sister site CityMetric, and writes for the NS about subjects including politics, history and Daniel Hannan. You can find him on Twitter or Facebook.