The company hopes that two other things will act as barriers to entry: the size of its library and the efficiency of its distribution system.

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Experience in Europe and Asia shows that public authorities can increase the efficiency of goods distribution in cities by getting private firms to share their lorries.

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Its old one is outclassed by the cool efficiency of Lianhua's distribution centre in north-west Shanghai.

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"Our current system can create some serious work disincentives, particularly at low and high ends of the income distribution, so the potential efficiency gains are pretty clear, " Justin Ross, Professor of Public Finance at Indiana University, told the BBC.

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Due to this program, the solar energy market in Japan has expanded considerably in terms of availability and efficiency in distribution.

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