Plastic Logic debuts new site

logo_plastic_logicPlastic Logic, developer of an upcoming line of e-book reader devices that could give Kindle a run for the money, debuted a new Web site this week. The video content has been available online for a while, but the product pages are more complete and informative than before. A “content store” will launch with the device, according to the site. The site specifically mentions ePub, PDF, Zinio, and Microsoft Office document formats.

The company’s “two-phased entry into the market” starts in Fall with partnered trials, after which they “expect to accelerate the momentum of our sales in 2010.” Partnering for trials, such as offering a device with a newspaper service, is a dicey way to launch, because it requires the partner to succeed, and a device’s success lies beyond the partner’s ability to sell through its channel.

A word of advice to PL’s marketers: Don’t talk to customers like they are a military target. And don’t expect anything other than setbacks, because this wording sets the launch up as a series of barriers that, if not conquered decisively, will be reported and perceived as setbacks. Readers and most publishers don’t deal with “content,” either. They buy or sell books, magazines and news.

At this point in the pre-launch marketing, when building excitement among readers who are also considering their first Kindle, Sony or other e-reader, Plastic Logic needs to present a very different face than it is, engaging with readers and discussing their expectations. Since Plastic Logic’s device is apparently engineered with user’s workflow (again, the wrong sort of military way of talking about “reading”), it should be positioned to address those thinking about an e-book device purchase today.

A bizarre obsession with “turning pages”

One of the strangest design caveats in e-books and online publishing is the need to reproduce the experience of turning a page as one would with paper. The fixation on creating the simulacrum of a paper page has held sway since the earliest days of electronic reading. E-magazine platform Zinio, for example, made the page-turning features in its reader the hallmark of its claim to reproduce the experience of reading a paper magazine.

Now, TechCrunch reports that Google will introduce “Flipper,” a page-turning feature, for Google News as a way of improving the user experience.

It all reminds me of the 50-year period following Gutenburg when, because printers had no better idea how to make a book, they simply imitated the designs of scribal manuscripts. Aldus Manutius had to come along and shake things up to kick-start the real evolution of reading and authorship, since most of the aping of scribal books led to folio-sized, un-attributed (except for mostly dead authors, who sometimes were deemed to have earned their billing) copies of a small set of acceptable books and lots of copies of The Bible and prayer books.

We may return to the scrolling page, which most of our ancestors found more pleasing than the codex-style page until the Dark Ages. We may not, choosing varying modes of access to text, and the “page-turn” may be an essential feature people can choose to turn off in favor of scrolling or something else. But the digital turning of pages isn’t an innovation, just imitation of a physical quality of printed works, without a solid design rationale, unless breeding familiarity is really the only challenge. It isn’t.