In etwas mehr als einer Stunde ist es also so weit: Apple stellt den iSlate oder iTablet oder iWasauchimmer vor. Auf jeden Fall wird es im weitesten Sinne ein tragbarer Computer ohne Tastatur werden. Und einige feiern das Ding jetzt schon als das Ende der Gratiskultur im Netz.
Ich bin da ein bisschen misstrauischer – ein neues Gerät ist noch lange kein neues Geschäftsmodell. Ich freu mich zwar auch auf das Gerät und bin mir sicher, dass Apple und Steve Jobs damit einen richtig großen Wurf landen werden; das hat in den letzten Jahren schließlich immer geklappt: iPod, iPhone und die “normalen Macs” sowieso. Nur warum gerade dieses Gerät dazu führen soll, dass Millionen Menschen wieder für journalistische Inhalte im Netz zahlen sollen? – Ich glaub das nicht!
Für mich sprechen 3 Gründe gegen den großen Wandel:
- iSlate ist auch nur ein Computer
iSlate (ich nenne es jetzt einfach mal so) ist nichts anderes als ein Computer. Man kann damit ziemlich sicher surfen, Musik hören, Videos schauen und Mails checken. Zeitungen und Magazine lesen natürlich auch. ABER: warum sollte ich jetzt plötzlich für News und Unterhaltung Geld bezahlen, wenn sie – nach wie vor – einen Klick weiter for free im Netz liegt? - Mobile Geräte brauchen mobile Werbung
Egal, wie viel die Verlage für ihre Inhalt verlangen werden. Egal, wie viel Leser für die Inhalte bezahlen werden. Die Abo-Gebühren haben noch nie den Inhalt finanziert – Abo-Gebühren waren schon immer ein kleiner Teil der Einnahmen. Der große Teil kommt schon immer aus der Werbung. Auch hier wieder das ABER: Werbung wird auch auf dem iSlate nicht so funktionieren, wie es Verlage gewohnt sind und wie sie es sich wünschen. Die fest eingebundene (und teure) Anzeige macht gerade auf einem mobilem Gerät wie dem iSlate keinen Sinn: Die Leute sind mit dem Gerät unterwegs, sitzen in der Bahn, im Bus oder im Park. Mobile Geräte brauchen mobile Werbung. Die Leser wollen Angebote, zu denen sie nur über die Straße müssen. Die Werbetreibenden wollen auf mobilen Geräten nur für den User zahlen, der auch in der Nähe ist – und so auch die Chance hat wirklich bei ihnen zu kaufen.
Wer das alles kann? – Google. Und google wird auch durch Geräte wie den iSlate noch mehr vom begehrten Werbekuchen abbekommen – nicht die Verlage, die den Inhalt erstellen. - Paid Content bleibt Paid Content
Das Grundproblem mit Paid-Content löst sich auch durch einen iSlate nicht: für austauschbaren (und vergänglichen) Inhalt will auch niemand bezahlen, wenn er auf einem schönen Gerät präsentiert wird. Die einfache Nachricht, die in 3 Stunden nichts mehr wert ist, wird auch auf einem iSlate nicht mehr wert. Und dass für einzigartigen Content bezahlt wird, haben auch jetzt schon einige bewiesen. Die Financial Times hat ein erfolgreiches Modell im B2C-Bereich, Stratfor verdient Geld mit B2B-News aus Krisengebieten. Solche Angebote werden auch auf dem iSlate ihre Abnehmer finden.
Jetzt das ABER: Für die stinknormale Tageszeitungen, gespickt mit dpa-Meldungen, will online niemand bezahlen. Und das wird sich auch mit einer ganzen Armada an neuen Geräten nicht ändern.
Eine Chance sehe ich im iSlate dann aber doch: Wenn sich Verlage mit Apple einigen können und das Gerät zu einem ein- oder zweijahres Abo günstig oder umsonst dazu geben, werden sie auch wieder neue Abonnenten finden. Die haben dann aber weniger Interesse an den journalistischen Inhalten – sondern an einer günstigen “Finanzierung” des iSlate. Weil billig wird Apples neuester Wurf ganz sicher nicht!
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