Readers can buy the ebook gift card in bookstores (or even regular retail stores). Once they have it they can redeem the card by either scanning the QR code found on the card itself or by visiting eBookCards.de and typing in a code.
At this point the process diverges slightly. Unlike Livrada, eBookCards.de is set up to handle ebooks both with the more traditional Adobe DE DRM as well as ebooks that instead use watermarks for security. That lower level of security means that readers will be more easily transfer the ebook to their Kindle and other devices, and as always that is a plus.
eBookCards.de appears to be handling the transfer of the DRMed and watermarked ebooks itself, and the site promises that no registration is required. You do have to provide an email address, but that is likely used as a minimal level of security to prevent a code being passed around.
eBookCards.de has been in beta testing since April, and it benefits from its early start into this niche. The service currently offers 100 titles for booksellers to stock (compared to the 5 offered by Livrada) and enjoys the support of an extensive list of German publishers: Bastei Lübbe, Dryas Verlag, DuMont Verlag, EPIDU, Gmeiner Verlag, Carl Hanser Verlag, Karl May Verlag, Klett-Cotta Verlag, Verlagsgruppe Random House, Residenz Verlag, Schaeffer-Poeschel and Unsichtbar Verlag.
The service caught my attention this week with the news that it is now exiting the pilot phase. It's now open to any publisher or retailer that wishes to sign up. It's available via the website, and bookstores currently working with Umbreit can request the cards via the usual channels.
Interesting idea, isn't it? I like it, but it has at least one issue which I think might hobble it in the long run. For example, Germany has laws to support fixed book prices. They're designed to protect local bookstores, and that's a good thing.
But the fixed prices are going to put booksellers in a position where they won't be able to discount the ebook cards in order to gain more appeal. And given that a publisher is likely to do both paper books and book cards, I don't see them discounting the price of the ebook card any. If they did they would undercut the sales of print books.
Ask yourself this: assuming a pbook and an ebook card cost the same, which would have greater appeal? Is it the one which you can read right now or the one which you have to go home to download?
I'd get the ebook card, but I'm not sure everyone will. The immediacy of the pbook could win out.