Rakuten in the company in August 2007 and, in 2010, it announced a joint venture with Baidu in China (Lekutian). In June 2011, Rakuten acquired Brazilian e-commerce firm Ikeda — since renamed Rakuten Brazil. In July, it bought German e-commerce start-up Tradoria and rebranded it Rakuten Deutschland, and in September UK online retailer and e-commerce marketplace Play.com for £25 million (almost $41 million), which was converted into the points-based loyalty program Rakuten.co.uk. In September 2011, Rakuten took a minority equity stake in Russian online retailer Ozon.ru, dubbed "Russia's Amazon", which had reported 2010 sales worth US$137 million. A four-company-strong consortium, led
Book trade in the United Kingdom have place. While publishing has been efficient and effective in its adaptation, the underlying driver of the evolution is of course the reader. What the 21st-century consumer desires above all is choice. As long as publishers can give readers the option of paper or screen, the market will - and is - taking care of itself. The ebook is no more a challenge to the lifespan of paper than television is to the theatre". UK publishers of online, publicly accessible open access books include Open Book Publishers, Ubiquity Press, and UCL Press. Book trade in the United Kingdom Book trade