Second, ebooks, like movies, will become available through a lower-cost rental model. Today, for example, through Amazon, Apple iTunes or other internet sites, US consumers can download a recently released movie at one of two prices: The consumer pays one price, often above $15, to download and own the movie, or a lower price, generally $3.99, to download and access the movie for 24 hours. In this second rental example, the download software automatically cuts off access at the end of the 24-hour period. Again, a competitive market will push publishers and ebook stores to offer rentals for up to three weeks at prices substantially below current purchase prices.
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