Why not sell the ebook in Spain?

Versión en español, pulse aquí

We live in the digital age. A period in which we want to remove the paper. Air tickets are a number in an email. In the books we want to replace a screen. In toil away after millions on software to our company, we have something installed on something called server.

There is no doubt that it is much more convenient to have your boarding pass in an email, or to bring a book, always in your pocket without weighing or holding site. Practical yes, but do they make these innovations facilitate the sales of those products?.
　They sell many more airline tickets than before, but not by the format of the tickets are sold because prices are much more popular. Moreover, it is shown that suppression contributes to the physical ticket low-cost concept. Reinforcing much more the idea that we are buying something at a low price. But, what happens when we bought the ticket is not cheap. What happens when a book is about. Spanish legislation complicates the ebook is much cheaper than digital. What happens when you have a company paid a lot of money on software that we use but we do not know where he is.

A comprehensive study that neurologists, psychologists, anthropologists and marketers (which I have the honor of meeting), we shelled and analyzed the data he provided an EEG combined with an eye-tracker and a GSR, obtaining as a conclusion something we already knew intuitively, which claimed some studies in USA, but just wanted to know if it happened in Spain: The tangibility sells.

If you do not understand something, I hardly buy, but still helps to sell more power handling. We already knew this long ago and there is ample evidence, so we decided to focus on a new product that has not taken off and doing something that was intangible tangible: The eBook.

Some argued that the new format in Spain never took because the legislation does not allow it. Admittedly it quite difficult legal takeoff of this format. But the tangibility makes over 70% of the users of this new format in our country, try reading one traditional paper format whenever they have time. Practicality is the only reason that makes them consume eBook. Adherents of this format are not faithful. Why is that?.

The answer we found in our study. The book is one of the most potent stimuli for the imagination. When we read a book we automatically transported to another world, one that is only true in the story that tells the author. When we dove into account our brain is immersed in the new reality. When we read the book we return to that reality, but we found something curious. In a paper book, subjects were faster submerged in history that when they did the same book but in digital format.

Why?, Simple. When we have a book (traditional paper) in our hands, their touch, their smell, their colors, our brain helps you remember what you felt when you were reading. Do not forget that our brain is stimulated by the five senses. When the book is electronic we only visual stimulation, but also e-readers show all books with virtually the same, so our brain "costs more" remember how I felt when I read that story.

That's why I predict you still long live paper book. That's why I recommend to anyone who sells something intangible that tangibilice, it reaches the customer by the five senses. And coming from someone who was long obsessed suppress almost all hardware in the software, which is very convenient with little cost to the seller, but not conquered the buying, which is what ultimately gives us eating. From sages say that is correct and if it is neuroscience showing that I was wrong for years, all the more reason.