Amazon Seeks Profit When People Use their Devices

Unlocking Word Meanings
Read the following words/expressions found in today’s article.

1. breakeven (adj.) – having the same amount of income and expense in business, and not making profit

Example: The company did not make any money after its break-even deals.

2. built-in (adj.) – made an important part of something

Example: The new e-reader has a built-in memory card slot.

3. media (n.) – means of communication that reaches a lot of people such as television or Internet

Example: Media make profits because of advertisements.

4. entice (v.) – to make someone interested in something

Example: The product’s affordable price and design enticed people to buy it.

5. shipping (n.) – the delivery of products from one place to another

Example: I paid a fortune for the shipping of books I bought in the US.

Article
Read the text below.

Amazon CEO Jeff Bezos revealed that the sales of their newest Kindle e-readers will only be breakeven. According to Bezos, the company’s profits will depend instead on their software and online services. The CEO talked about this strategy as the Kindle Paperwhite e-reader and Amazon’s e-book lending service launched in the UK, France and Germany. Paperwhite has a built-in light, which Amazon hopes can rival other e-readers with a similar feature. In addition, Kindle users in Europe now have access to the Kindle Owner’s Lending Library. This online feature lets users borrow one book monthly from authors who have released their works to Amazon’s e-library. The service’s UK database will have over 200,000 books at the start. The e-library can be accessed if Kindle users pay for the Amazon Prime service, worth £49 a year.  The service entices customers to buy more by allowing access to the e-books as well as cheaper and faster shipping of physical products from the Amazon store. Bezos says that Amazon wants to make money when people use their gadgets and not when people buy the gadgets. He added that people read up to four times more after buying a Kindle, and people’s demand for media also increases once they own the device. Profit will depend on how much media customers will buy from Amazon. Amazon’s strategy is the opposite of its competitors. Apple depends on the profit from its hardware products such as the iPad and makes a little more than breakeven sales from iTunes.  Google also earns more from sales of its Android tablet than from software.

Viewpoint Discussion
Enjoy a discussion with your tutor. 

Discussion A 

·         Do you agree with Amazon’s strategy of making more money through online media services instead of through their devices? Why or why not?

·         What other features can companies include to entice people to buy e-readers?

Discussion B

·         Why do you think people still buy paper books even though electronic books are available?

·         What are the advantages and disadvantages of e-readers?

の記事が気に入りましたか？

Can Mobile Devices Affect the Online Advertising Industry?

Unlocking Word Meanings
Read the following words/expressions found in today’s article.

1. advertising (n.) – the business of promoting something through commercials, announcements, campaigns, etc.

Example:  Many companies believe online advertising is the best way to reach young customers.

2. shift (n.) – to change or move from one situation to another

Example: The real-estate company decided to shift its target from young adults to older adults, who have more money saved.

3. rethink (v.) – to change the way one thinks about something based on new information

Example: To increase sales, the company decided to rethink the product’s packaging and make it more modern.

4. traditional (adj.) –  relating to old or established ways of doing an activity

Example:   Many online businesses break traditional ways of earning money.

5. impersonal (adj.) – not reflecting or showing interest in the personal needs or wants of an individual person

Example: TV advertisements can be impersonal because they may show products that are not important or interesting to the TV viewer.

Article
Read the text below.

The growing use of mobile devices is changing the way the advertising industry works. Companies that depend on online advertising will soon be affected by people’s Internet viewing on smaller screens. But some advertising experts are asking: can the shift in devices—from large computer screens to small, more mobile screens—kill the online advertising industry? Amy Gershkoff, from the public relations company Burston-Marsteller, says the advertising industry can still survive through the shift in technology. She says companies must rethink advertising. They should not think of mobile advertising as traditional advertising but on screens smaller than those of TVs or computers. According to Gershkoff, mobile advertisers can learn from companies such as Starbucks, YouTube, and Amazon, which have done well in advertising through mobile media. These companies have developed mobile apps that not only promote their brands but also provide consumers with useful features. Starbucks, for instance, allows its   customers to pay for coffee products through mobile apps. YouTube’s mobile advertising focuses groups who would be most interested in the products being promoted. Amazon has an app that can scan the barcode of products at stores, and then shows available deals and prices for the same product on its website. The advertising industry needs to develop products that are helpful, useful and interesting to users on mobile devices, says Ester Dyson from WPP, an international communication services group. Companies should not simply have impersonal advertisements, but should target the specific needs and wants of individual consumers.

Viewpoint Discussion
Enjoy a discussion with your tutor. 

Discussion A 

·         How can popularity and increasing use of mobile devices hurt or help businesses?

·         Do you think there would by any harm in receiving advertising on mobile phones? Please explain your answer.

Discussion B

·         Why do you think mobile devices have become so popular in the last few years?

·         What programs, apps or services would you like to have on your mobile device?

この記事が気に入りましたか？

Blow-dry Bars Doing Good Business Despite Recession

Unlocking Word Meanings
Read the following words/expressions found in today’s article.

1. to take someone/something by storm (idiom) [too, tuh] [teyk] [suhm-wuhn, -wuh n]/[suhm-thing] [bahy] [stawrm] – to gain popularity quickly, or to attract people completely

Example: Mao Asada took the world by storm because of her excellent skills in figure skating.

2. blow-dry (n.) [bloh-drahy] – to dry hair and give it shape by using an electric hairdryer

Example:  Katy gave her hair a quick blow-dry after taking a shower.

3. sweet deal (n. phrase) [sweet] [deel] – a business deal in which one can get an advantage (cheap prices, good service, etc.)

Example: The client got a sweet deal from the hairstylist because of the salon’s promo.

4. cater (v.) [key-ter] – to provide to the needs or wants of a particular group.

Example: High-end salons cater to celebrities and rich people alike. 

5. fleeting (adj.) [flee-ting] – passing or happening only for a short period of time

Example: The blooming of cherry blossoms is very fleeting.

Article
Read the text below.

The blow-dry bar is the latest trend that has taken America by storm. Instead of the usual hair salon services like hairstyling or coloring, clients can get a professional shampoo and blow dry for just $35. Adrienne Zubia, a college student, considers this a sweet deal compared to high-end salons that demand prices as high as $80 to $90 per cut or to discount salons that do not provide good services. She is willing to save $35 a week to get her hair done. Alli Webb, founder of Drybar, thinks that her shop does not only provide customers with a simple blow-dry but makes them feel happy and confident after each visit. She put up her first salon in Los Angeles, and in two years she has already opened 16 blow-dry bars in America. She expects to open another nine blow-dry bars next year. Drybar has catered to celebrities like Julia Roberts and Cindy Crawford. My Blow L.A. is another blow-dry bar that has gained popularity since it opened two years ago. It is owned by Gretty Hasson, who quickly earned profit after only a month of business in Beverly Hills. Hasson considers starting the business during the recession period an advantage.  Women who used to pay $70 a week in the salon can get their hair done twice a week at the blow-dry bar. And those who can’t afford to pay $70 to get their hair done can now do so for only $35. Hasson will open up a new blow-dry bar soon, because she believes that blow-dry bars are more than a fleeting trend. Blow-dry bars attract both career women and housewives. A lot of these bars also offer other services and entertainment such as sparkling wine, snacks, and movies.

Viewpoint Discussion
Enjoy a discussion with your tutor. 

Discussion A 

·         Why do you think blow-dry bars are becoming popular?

·         If blow-dry bars were opened in your country, do you think they would be successful?

Discussion B

·         Is spending for fashion a wise way to use money? Why or why not?

·         How can people balance their spending between necessities and luxuries?

この記事が気に入りましたか？

Burmese Overseas Workers Hope for Change in their Country

Unlocking Word Meanings
Read the following words/expressions found in today’s article.

1. laborer (n.) [ley-ber-er] – someone who does physical or manual work

Example: Many laborers go to other countries to look for work with higher pay.

2. deport (v.) [dih-pawrt, -pohrt] – to force someone to leave a country

Example: The criminal was deported back to his country.

3. tedious (adj.) [tee-dee-uh s, tee-juh s] – tiresome and taking a long time

Example: Applying for some jobs can be tedious because of the many requirements that need to be passed.

4. flee (v.) [flee] – to run away or escape from a place

Example:  Thousands of refugees are trying to flee from Syria because of the war.

5. reluctant (adj.) [ri-luhk-tuh nt] – not wanting to do something

Example: He is reluctant to work abroad because he does not want to leave his family.

Article
Read the text below.

Recent political changes in Burma are giving hope to Burmese migrant laborers in Thailand who want support from their home country. Thailand has been the main option for millions of Burmese people who wish to get away from military rule and who want better job opportunities. But majority of Burmese laborers are unregistered or work in Thailand illegally, which means they could be arrested or deported anytime.  Laborers also end up taking dangerous jobs that Thai people do not want to do.   Getting work permits and legal documents can be tedious and expensive for both employers and migrant employees.  For this reason, many Burmese workers take risky jobs even without access to employee rights or benefits. However, they are willing to take the risk than to return home. Ta Jandee, for example, was arrested and forced by Burmese soldiers to become a porter and carry supplies in the jungle. He decided to flee to Thailand to avoid the more difficult life in his home country. In Thailand, Burmese laborers get help and information through the Migrant Assistance Program headed by Jackie Pollock. Pollock says that as part of political changes, the Burmese labor ministry is working on issues of migrant laborers. She says with the new developments in labor policies, Burma may push Thailand to improve working conditions of Burmese migrant workers. The Burmese government started giving identity certificates last August to migrant workers who want to return home. Nonetheless, some Burmese workers are still reluctant to go home until they are sure it is safe to return or until they have saved enough money.

Viewpoint Discussion
Enjoy a discussion with your tutor. 

Discussion A

·         What may be some disadvantages of having a military-type of government?

·         Do you think your own government gives you enough freedom? What makes you say so?

Discussion B

·         Why do you think many people want to work abroad?

·         What do you think can people do to avoid going abroad to work?

この記事が気に入りましたか？

US Manufacturing Industry Needing More Women Workers

Unlocking Word Meanings
Read the following words/expressions found in today’s article.

1. skilled (adj.) [skild] – having the right skills or training to do something

Example: Skilled teachers are good at preparing lessons for their students.

2. detail-oriented (adj.) [dee-teyl] [awr-ee-ent, ohr‐] –pays attention to small things Example: The supervisor was very detail-oriented, checking all the employees’ works very carefully.

3. precision (n.) [pri-sizh-uh n] – the quality of being according to the exact measurements or instructions

Example: Making a watch requires precision, or else the watch will not work properly.

4. vocational school (n.) [voh-key-shuh-nl] [skool] – a school that prepares student for a specific kind of profession or job

Example: I learned in vocational school how to fix a car.

5. lucrative (adj.) [loo-kruh-tiv] – earning a lot of money

Example: Being a doctor is hard but lucrative job.

Article
Read the text below.

Manufacturing is often considered to be a job for men. But in the US, there is a growing potential for skilled women professionals to be in the manufacturing industry. In the past, working in manufacturing meant having to carry heavy loads, which is why most workers were men. Today, manufacturing is mostly computerized. Both men and women can be trained to operate the high-tech machines. April Senase, an expert on automated machines for Kitagawa NorthTech in Illinois, says that, in fact, women’s detail-oriented attitude matches well with the precision needed in today’s manufacturing. In high school, Senase’s teacher persuaded her to try manufacturing because it was a lucrative job and Senase was good at math. She has since worked and held high positions in several factories for the past 13 years. Senase now earns up to $40 an hour—overtime pay included—because there are not enough skilled workers like her. The growing US’ manufacturing industry needs many more skilled workers. This need is being addressed by vocational schools, such as Symbol Job Training. To encourage more women to consider a career in manufacturing, Symbol hired Senase as a female instructor for night classes. April admits she has experienced some difficulties working and teaching in such a male-dominated profession. Some men do not want to be instructed by a woman, she shared. Currently, only a third (1/3) of factory workers are women, a number both Senase and Symbol hope will rise in the future.

Viewpoint Discussion
Enjoy a discussion with your tutor. 

Discussion A 

·         Why do you think there are so few women working in the manufacturing industry?

·         How can more women be encouraged to work in an industry or kind of job where there are mostly male workers?

Discussion B

·         What kind of jobs are men usually good at? What kind of jobs are women usually good at?

·         Do you believe there are jobs that only men or that only women can do? Please explain your answer.

この記事が気に入りましたか？