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An interview with Kobo CEO Michael Serbinis at Frankfurt where he discusses ebooks, international markets, Brazil, and the importance of localization.

“What a lot people don’t know about us is that we have been perfecting this localization model for three years now. The partnership is not a contract, it is 500 people at Kobo that know how to work with these partners.They know how we merchandize, price, how we train them, how we sell devices etc. Some people talk about “adding a new country” when they are actually only adding a new language. If that was it, we’d be in a hundred countries now. We believe this is a 25-year transformation, and that the prize is big enough to be worth the investment.”