Print Books vs. E-Books – Part 3

This is a follow up post to my previous post: Print Books VS. E-Books and Print Books VS E-Books – Part 2.

Amazon might promote Kindle E-Reader as device ‘for the love of reading.’ But we would get locked into Amazon’s system if we buy the Kindle E-reader. A friend of mine reads using his smart phone through Kindle e-Reading app as well as Flipkart’s e-reading app. He says he does comparison shopping and buys from the vendor who offers a book at the lowest price.

Reading only using e-reader also makes it difficult to come across interesting books other than what Amazon’s or other such vendors’s recommendation algorithm would suggest. In one particular instance, I was watching Barry Shwartz’s TED video on my laptop and then decided to buy his book, ‘The Paradox of Choice’. Using only the e-reader would rule out possibilities like these.

While most of the time we come across opinions that portray Social Media as unnecessary distraction, they can be useful too. Most non-fiction authors take between one year and three years to publish a new book. Following them on Social Media sites like Twitter would help us to find out about any follow up research or development after a book (on a particular topic) got published. Professors/Authors like Steven Pinker, Richard Thaler, Dan Ariely and Nassim Nicholas Taleb post about interesting ongoing academic research from their respective Twitter handles quiet often. Some of these ongoing research might act as supplement to the book that we might be reading. As is always the case with any social media we have to have the discipline to selectively browse and read, otherwise we will be wasting our time. This is where a general purpose device like a smartphone or a tablet might come in handy rather than a dedicated e-reader.

Having access social media tools like Facebook, Twitter and WhatsApp will also help us to share with our friends and acquaintances about what book we are reading. Rather than a way of just bragging, we can use these tools to share quotes, anecdotes, statistics, etc. from the book that we are reading. About a few days ago I was reading an article by James Altucher on Pope Francis. I found a quote by Pope Francis about the media very interesting and I shared it via my Twitter handle. What’s the fun of any activity including reading if we cannot assimilate (good) aspects of it into our personality and bring it to the fore in our social interactions? Reading from sources like blogs, forums and websites will also not be possible with a dedicated e-reader.

Having a general purpose device like a smartphone or tablet can be useful in other situations as well. On a couple of occasions, I have taken snaps at the most unlikeliest of places and times using my smartphone and used these snaps later to write blog posts (Examples: Urban Nomads, Free Bird Peeking at Caged Birds and Cloud – awkward wingman). There was another occasion when I was waiting in the reception of a dental clinic while my wife was getting her dental procedure done, I opened the Kindle e-reading app and read a book.

With passage time displays in smartphones and tablets might improve to negate some of the advantage enjoyed by e-readers. There might be some new development such as in spectacles and contact lens that can eliminate or at least drastically reduce the eye strain developed due to reading on smartphone or tablet displays.

Amazon markets its Kindle e-reader with the tagline: “For the love of reading.” In a way, we can assume, any e-reader carries a hidden tagline: ‘For the confinement of reading from e-books alone.”   While there is no doubt that e-books are superior to printed books on a number of utility factors, a dedicated e-reader is not absolutely necessary to enjoy these benefits. Ultimately buying and owning a dedicated e-reader is more a matter of affordability and preference than any technological requirement to enjoy e-books. A general purpose device like a smartphone or a tablet would allow us to read from a myriad sources in addition to e-books. We can actually use a smartphone or a tablet as a device to fulfil and enhance our ‘love for reading’ provided we only have the discipline to do so.

Lousy Customer Service and Laudable Customer Response

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Laxminarayan Krishnamurthy from Mumbai (India) ordered a Samsung Core Duo mobile on Snapdeal to gift it to his wife for Diwali during the Snapdeal Diwali bumper sale this year. He got shocker when he received the courier. Instead of brand new Samsung Core Duo, the box contained a Vim dish wash bar and brick. Mr. Murthy in addition to complaining with Snapdeal posted about his experience on Facebook. His story got nearly 19,000 shares. It so happened that one of the executives at Hindustan Unilever (HUL) which owns the Vim brand saw Mr.Murthy’s post and decided to delight Mr. Murthy with a surprise. HUL sent Mr. Murthy a Samsung mobile phone along with two bottles of Vim Liquid and letter with the following message, “The pictures you posted online show that our brand was used in this incident. Vim is one of our iconic brands with some great consumer franchise. We felt bad about it, not to mention what you went through. Here is a small gesture from our side to cheer you up.” Snapdeal on its part, to avoid further bad publicity apologized to Mr. Murthy and returned his money. They also told him that the courier service that they used was at fault. While Snapdeal missed an opportunity to provide a good customer experience, HUL, though there was not fault on its part decided to step in and delight Mr. Murthy with its kind gesture.

Talking of customer response to lousy customer service, I am reminded of the singer/ songwriter Dave Carroll based in Halifax, Nova Scotia, Canada. In 2008 Dave was flying by United Airlines from Halifax, Nova Scotia to Omaha, Nebraska, with a layover at Chicago’s O’Hare airport. Dave’s $3500 Taylor guitar was damaged due to poor handling by United Airline’s baggage handlers at Chicago’s O’Hare airport. However Dave’s complaints to United Airlines fell in deaf ears and they were unapologetic. Dave tried for nine months running from pillar to post to get the refund for at least the cost of the repair ($1800). Having been fed up with United Airlines, he decided to write a song and produce a music video and aptly named it, ‘United Breaks Guitars.’ He posted the song on YouTube (on July 6, 2009) and it became an instant YouTube hit garnering about 5 million hits by mid-august 2009. What a PR disaster for United Airlines for ignoring one customer on one flight journey. United Breaks Guitars won the 2009 Music Nova Scotia Video of the Year Award and Dave Carroll was awarded the 2009 Music Nova Scotia Digital Artist of the Year. Dave did not stop with that. He produced two more videos, “United Breaks Guitars Song 2” and “United Breaks Guitars Song 3.” The three songs together have received around 17 million views on YouTube (as of today). That’s 17 million bad publicity instances for United Airlines. In May 2012, Dave also went on to publish a book, “United Breaks Guitars: The Power of One Voice in the Age of Social Media.”

When I personally had bad experiences (twice) with Airtel Digital TV, I wrote mails directly to Airtel Digital TV’s CEOs. I had to struggle for about an hour (each time) on the internet to find out the email addresses of the CEOs but got the issue resolved. In the both the instances I received calls from the head of their service department the very next day but for some strange reasons they took more than a week to actually resolve the issue. Guess I should have posted my complaint on Social Media.