“For me, it was really about how can we make digital books fantastic in their own right and the best they can be, and not trying to mimic their print cousins and predecessors.” “All the metaphors and carry-overs from physical books were still there,” Van Lancker said. Oyster made a conscious decision to launch the iPhone app first and the tablet next, and it chose to focus on creating a reading experience that didn’t try to duplicate the feel of a book. Earlier this year, the start-up announced it had raised an additional $14 million and that it plans to expand the team. Oyster launched its iPhone app in September last year and went to market with an iPad app. The service is the brainchild of Willem Van Lancker, Eric Stromberg and Andrew Brown, who pulled in $3 million in seed funding in 2012 from several investors, including founders of PayPal and initial backers of Facebook. Unlike the public library, which has only a few licenses for each e-book title, an unlimited number of users can read Oyster books at once. Launched in September 2012, Oyster developed an app for Apple devices that allows readers unlimited access to 100,000-plus e-book titles for $9.95 a month. But will it take off like the subscription TV and movie site has?
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