We are often asked, why do we think Juggernaut will succeed? Who do we think will pay for books? Why hasn’t physical publishing already done what we are trying to do?
Here’s why we think we can build a paid reading audience for mobile:
- There is an established mobile transacting public in India: It is clear that there are more than 100 million users on apps in India today. It is also clear that over 50 million users have transacted in some form across both the commerce horizontals and verticals – Amazon, Snapdeal, Flipkart, PayTM, Jabong, MakeMyTrip, BookMyShow (to name a few). From this number emerges a confidence of trial – small values to medium values – that people are willing to spend a little, to try something of value.
- No one has published for a mobile reading Indian public: We don’t believe the answer to books on mobile comes from a simple repurposing of physical books for mobile. To bring on board a new reader, we are publishing an exclusive and wide list that is accessible across content and price, and genres that lend themselves to reading in spurts.
- Physical publishing has too many constraints: With high advances, long cycles (payments and publishing), constraints across distribution and low print-runs (with an average of 3,000), and high price points to support the business model, digital is perfectly poised to disrupt this model.
- We are building a reading and writing platform: There have been too few titles published in India. We cannot imagine that more than 1.2 billion people can do with less than 1,000 new English titles a year from the big publishers; we are shooting to cross 1,000 titles a year on our apps as soon as we can. To do that, we are democratizing publishing, encouraging you to not just read on our apps but also write on them, and will provide every possible resource for you to do so.
Finally, we strongly believe that technology and design (read user-experience) have the innate power to change entrenched behaviour. Every day across the world we see examples of people using something they never thought they would because technology brought it to their hands or design made them understand how easy it was.