Journal of the Korea Academia-Industrial cooperation Society (한국산학기술학회논문지)

The Korea Academia-Industrial cooperation Society (한국산학기술학회)
권호 표지
DOI QR코드

DOI QR Code

The emergence and ensuing typology of global ebook platform -The case study on Google eBook, Amazon Kindle, Apple iBooks Store

글로벌 전자책 플랫폼의 부상 과정과 유형에 관한 연구 -구글 이북, 아마존 킨들, 애플 아이북스 스토어에 대한 사례연구

  • 장용호 (서강대학교 신문방송학과) ;
  • 공병훈 (서강대학교 신문방송학과)
  • Received : 2012.05.23
  • Accepted : 2012.08.09
  • Published : 2012.08.31
Download PDF
⟨ Previous Next ⟩

Abstract

Based on the case study methods, the study analyzes emergence and ensuing typology of global ebook platforms such as Google eBook, Amazon Kindle, iBooks Store. Global ebook platforms show adaptation process responding to rapidly changing digital technological envirment and it's fitness landscape. The critical elements in its emerging process are the distinct selection criteria, the degree of resource abundance and the search process based on open innovation. Based on these critical elements, the global platforms show speciation process, so called niche creation and are evolving into a variety of the typology based on the initial condition of key resource which makes the platform emerge and grow. Each global ebook platforms is evolving into open platform, hybrid platform, closed platform. Google eBook has openness and extensibility due to a variety of devices based on Android and a direct involvement of actors. Amazon Kindle has developed from a online bookstore and into the hybrid platform which have not only closed quality but also openness with ebook devices and mobile network. iBooks Store has developed into the closed platform through the agency model based on competitive hardwares and closed quality with iphone and ipad.

본 연구는 글로벌 전자책 플랫폼의 부상 과정과 유형을 구글, 아마존, 애플에 대한 사례연구방법(case study method)으로 분석하였다. 글로벌 전자책 플랫폼들은 급격히 변화되는 디지털 기술 환경과 각자의 주어진 적합도 지형(fitness landscape)에 적응하는 과정을 뚜렷이 보여주고 있다. 적응과 진화 과정에서 결정적인 요인이 된 것은 고유한 선택 범주(distinct selection criteria), 자원 풍요도(degree of resource abundance), 개방적 혁신에 기반한 탐색 과정(search process)이다. 이 요인들을 기반으로 글로벌 전자책 플랫폼들은 종분화(種分化, speciation) 과정에서 니치(niche)를 창출하였으며, 초기 조건(initial condition)인 핵심 자원(key resource)에 따라 경로 의존적으로 진화하였다. 각각의 전자책 플랫폼들은 오픈 플랫폼(open platform)과 하이브리드 플랫폼(hybrid platform), 그리고 클로우즈드 플랫폼(closed platform)으로 진화하였다. 구글 이북(eBook)은 안드로이드 기반의 다양한 단말기를 통해 주체들이 직접 운영하며 참여하는 개방성과 확장성을 특징으로 하며, 아마존 킨들(Kindle)은 온라인 대형 서점에서 확장되어 단말기와 유무선 모바일 네트워크까지 아우르며 개방성과 폐쇄성을 동시에 지닌 플랫폼으로 성장하고 있다. 또한 아이북스 스토어(iBooks Store)는 아이폰과 아이패드 등 하드웨어 경쟁력과 폐쇄성 기반의 에이전시 모형으로 진화하고 있다.

Keywords

References

  1. Amazon(2012. 5. 10): http://www.amazon.com
  2. Anderson, C., The Long Tail: Why the Future of Business is Selling Less of More, Hyperion, 2006.
  3. Android Dev Guide(2012. 4. 15): http://developer.android.com/guide
  4. Apple App Store(2012. 5. 8): http://itunes.apple.com/kr/genre/ios/id36
  5. Apple iBooks Store(2012. 4. 2): http://www.apple.com/kr/ipad/built-in-apps/ibooks.html
  6. Arthur, W. B., "Complexity and the Economy", Science2, April1999: Vol. 284. No. 5411, 1999.
  7. Babbie, E. R., The Practice of Social Research, Thomson, 2007.
  8. Chang, Y. H., Kong, B. H., "The Complex Adaptive System approach on publishing ecosystem", Studies of Korean Publishing Science, SN 61, pp.133-158, 2011.
  9. Chesbrough, H., open business model, Harvard Business Review Press, 2006.
  10. Choe, B. S., "The topic of growth, the platform", SERI Business Notes, No. 80, SERI, 2010.
  11. Choi, J. H., Qualitative Research Methodology: Theory and modified grounded theory based on the actual, Shinjung, 2011.
  12. Chong, M. H., "Complexity theory and organizational research: A Reexamination of a biological perspective", New Paradigm in the 21st century management theory, Wisdomhouse, pp. 942-989, 2008.
  13. DACO, Status of the global book market and industry trends, 2010.
  14. David, S. E., Andrei, H., Richard, S., Invisible Engines: How Software Platforms Drive Innovation and Transform Industries, The MIT Press, 2008.
  15. Digital Publishing & ebook(2012. 5. 22): dipub@groups.facebook.com
  16. Flickr(2012. 3. 20): http://www.flickr.com/account
  17. Gogloo code(2012. 5. 10): http://code.google.com
  18. Google Book Search(2012. 3. 22): http://books.google.com/intl/ko/googlebooks/facts.html
  19. Google Book Settlement Agreement(2012. 3. 22): http://books.google.com.ko.mk.gd/googlebooks/agreement
  20. Google Play(2012. 5. 10): https://play.google.com
  21. Gwon, M. G., "Korea ePub, the FTC sued Apple Korea ... America company also plans to sue", Hankyung, 2011. 5. 26.
  22. Hamblen, M., "Google launches eBooks, eBookstore", Computerworld, 2011. 12. 6.
  23. Harrisinteractive(2012. 4. 5): http://www.harrisinteractive.com/NewsRoom/HarrisPolls/ tabid/447/mid/1508/articleId/979/ctl/ReadCustom%20Default/Default.aspx
  24. Hirano, C. A., Hagiu, A., Platform Senryaku, TOYO KEIZAI INC, 2010.
  25. Holland, J. H., Hidden Order: How Adaption Build Complexity. Massachusettes: Addision Wesley Longman, 1995.
  26. Hong, S. Y., "The endless transformation of the Amazon", SERI Business Notes, No. 80, SERI, 2010.
  27. Ibooks-author(2012. 5. 10): http://www.apple.com/ibooks-author
  28. Innocentive: http://www.innocentive.com
  29. Jang, S. W., "Tablet PC and the impact of changes in the media", CEO Information, No. 776, SERI, 2010.
  30. Kang, H. J., "Apple, Sony e-book app rejection wavelength", Digital Times, 2011. 2. 2.
  31. Kauffman, S., At Home in the Universe: The Search for the Laws of Self-Organization and Complexity, Oxford University Press, 1996.
  32. Kim, K.. H., "MS?Apple?Google, 'The integrated OS competition has taken fire'", Hankyung, 2012. 3. 12
  33. Kindle Publishing Programs(2012. 5. 10): http://www.amazon.com/gp/feature.html?ie=UTF8&docId=1000234621
  34. KPA, Korea Yearbook published, 2011.
  35. Kyobo eBook(2012. 3. 22): http://digital.kyobobook.co.kr
  36. Lee, G. H., "The evolution of mobile applications market, viewed within the framework of industrial evolution", Korean Society For Internet Information, Vol. 12. No. 2, KSII, pp. 9-23, 2011.
  37. Levinthal, D. A., " Adaptation on Rugged Landscapes", Management Science, Vol. 43, No. 7, pp. 934-950, 1997. https://doi.org/10.1287/mnsc.43.7.934
  38. Levinthal, D. A., "The Slow Pace of Rapid Technological Change: Gradualism and Punctuation in Technological Change", Industrial and corporate change, Oxford Univ Press, pp. 217-247, 1998.
  39. Lulu.com(2012. 5. 10): http://www.rullu.com
  40. macgeneration(2012. 4. 5): http://www.macgeneration.com/unes/voir/130912/appleamazon-la-guerre-du-livre-n-aura-pas-lieu
  41. McKelvey, B., "Self-Organization, Complexity Catastrophe, and Microstate Models at the Edge of Chaos", Variations in Organization Science: In Honor of Donald T. Campbell, J. A. C. Baum and Bill McKelvey (eds.), Thousand Oaks: SAGE, 1999.
  42. Mobibook(2012. 5. 10): www.mobibook.co.kr
  43. Nam, H. H., "Macmillan, 'Amazon and ended up not negotiate'", ZDNetKorea, 2010. 2. 5.
  44. Noh, B. S., "A Study on the Market Structure of Korean Publishing Industry", Korean Journal of Journalism & Communication Studies, SN 3, pp. 133-168, 1993.
  45. Osterwalder, A., Pigneur, Y., Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers, Wiley 2010.
  46. Park, H. K., "Social Select of e-Book and Transformation in Knowledge-Information Mode of Production", Social Science Research, Vol. 21, No. 4, Chungnam University Institute of Social Sciences, pp. 213-235, 2010.
  47. Prigogine, I., From Being to Becoming-Time and Complexity in the Physical Sciences, San Francisco: Freeman, 1981.
  48. Prigogine, I., Non-Equilibrium Statistical Mechanics, New York: Wiley Interscience, 1962.
  49. ReadWriteWeb(2012. 5. 10): http://www.readwriteweb.com/archives/kindle_e-books_now_outselling_all_paper_books_on_a.php
  50. Ridibooks(2012. 5. 10): http://ridibooks.com
  51. Sasaki, T., Denshi shosekino shogeki, InterRigh, 2010.
  52. Shin, J. R., Korea 50 years of modern publishing distribution footprint and Evaluation.KPSS, the 22th regular conference, 2011.
  53. Singer, J. L., Mental "Processes and Brain Architecture: Confronting the Complex Adaptive Systems of Human Thought(An Overview)", Morowitz, H. J. and Jerom L. Singer ed, The Mind,the Brain, and Complex Adaptive Systems, Perseus Books, 1995.
  54. Tabletedia(2012. 3. 22): http://www.tabletedia.com/news/2810.html
  55. Wikipedia(2012. 4. 5): http://en.wikipedia.org
  56. Wiseinfo, ebook Industry Survey Report, 2010.
  57. Yin, R. K., Case Study Research: Design and Methods, Sage Publications, 2008.
  58. Yoon, Y. S. , Chae, S. H., Introduction to Complex Systems, SERI, 2005.

Cited by

  1. Research on e-book Market Activation Factor in the viewpoint of CPND Eco-system : Focused in the Publisher AHP vol.13, pp.4, 2015, https://doi.org/10.14400/JDC.2015.13.4.51