This week Mashable posted an article “Social Experience is the Future of Online Content”

What really stands out is the phrase “Content acquisition alone can’t be the final answer.” This is true, and something you’ll hear us saying frequently at BookGlutton. Don’t get me wrong, we spend quite a lot of time in meetings acquiring content for our readers – it’s important to have the right books. But that will never be a major differentiating factor. Publishers want to sell through multiple channels in order to reach the maximum number of users.

For free books this is already obvious. You can download Winnie the Pooh from almost any online reading system or bookstore (it even comes pre-packaged with Apple’s iBookstore). No one seeks out the store that has this specific book. As time goes on no one will be going to a particular store to get Random House books or Penguin Classics just because that’s the only place to get them. Instead they’ll be available almost anywhere, and you’ll be going for the experience. The user interface, the animation, the ability to connect with others and share your thoughts, will be what really matters.

That said, I have to caution: don’t confuse experience with features. In many reading systems, features can be the equivalent of Photoshop filters, cool to play with but only really used on occasion. Many reviewers like to tally up features, as if the program with the most wins (one only needs to look at the success of Apple’s software to see simplicity and alignment with user needs can win out). After all, the ability to make your font purple is nice, but most users are more about utility and connection than customization. I know there are some that may disagree – I have a friend who would read everything in Adobe Jenson Pro if he could (though I often wonder if he would bother to change every application he installs to do so). But in the end the most successful tools in life are ones that fit in with how you live your life. And that’s something we’ve believed in for some time.