Kobo plans marketing push to bolster British sales

Kobo plans marketing push to bolster British sales

E-bookseller Kobo plans to grow device sales in the UK with a strong marketing push towards the end of this year. The company will grow its UK-based team, establish new relationships with retailers, and provide specific content tailored to the education market.

Newly appointed UK country manager Phil Wood, formerly a consumer technology consultant with TomKat Consulting, and who was also involved in the start-up Interead—the company behind the COOL-ER e-reader—will be leading a team of five UK-based Kobo staff, including a marketing manager, a business development manager, and publisher vendor manager Lindsey Mooney.

Wood told The Bookseller: “Our team will obviously grow as our business grows. We are looking at a market share of 10%-20% for [our] e-readers by December. Our marketing strategy is going to be based around openness—we are the only open platform available in the UK at the moment. E-readers can share e-books with up to six devices.”

Kobo sells three e-book readers in the UK; the basic device, the Kobo Touch and the colour Kobo Vox. Over the next few months, Wood said he planned to form more partnerships with retailers. Currently, the company sells Kobo e-readers through W H Smith, Asda, Dixons, John Lewis and Sainsbury’s. WHS also now sells e-books via the Kobo website.

Wood also hinted at future plans around the children’s education market, saying: “We will be spending time improving the content we have in that area.” He added that the company would also look to work with partners, either publishers or retailers, but would not be drawn further.