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Total BooX: Changing the Ebook Dynamic

机译：Total BooX：动态更改电子书

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The concept behind Total BooX is simple, according to CEO and founder Yoav Lorch: Why should readers pay full price for an ebook they're not going to read the whole way through? This basic proposition-paying only for the parts of an ebook a user reads-is the foundation of Total BooX, a company based in Tel Aviv, Israel, which was created in 2011 and has its eyes on the U.S. market. Lorch sees the widespread use of ebooks as an opportunity to change up the old models of distribution that came with print books but haven't yet been properly challenged in the new medium. "The book market moved from printed books to electronic books, and the shift from the format was not the real dramatic change because it kept all the rituals of the old format," he says. "Meaning you have to buy the book, and the book has been priced, and the price has changed, and that whole shtick that belongs to printed books but is not necessary in the world of ebooks."
机译：首席执行官兼创始人Yoav Lorch表示，Total BooX背后的概念很简单：为什么读者应该为不会阅读全部内容的电子书支付全价？这个基本命题只为用户阅读的电子书的一部分付费，这是Total BooX的基础，该公司成立于2011年，总部位于以色列特拉维夫，致力于美国市场。洛尔奇（Lorch）认为电子书的广泛使用是一种机会，可以改变印刷书籍附带的旧发行模式，但尚未在新媒体中受到适当挑战。他说：“图书市场已经从印刷书籍转向电子书籍，从格式转变并不是真正的戏剧性变化，因为它保留了旧格式的所有习惯。” “这意味着您必须购买这本书，并且书已经定价了，价格已经改变了，整个印刷品属于印刷书籍，但在电子书世界中并不是必需的。”

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