The E-Book Reader Market Is About To Enter A New Phase
Saturday, March 26th, 2011E-books and e-book readers have been hot gadgets for quite some time now. In 2009, the e-book reader market really took off, and one of the major influences in this was the launch of Amazon’s Kindle.0 in February of that year. Amazon followed up with the large format Kindle DX in the summer of 2009 and, in the second half of the year, it seemed that electronics manufacturers were queuing up to launch their own e-book readers and get a share of the hot new market. The fact that practically every new reader which displayed any potential was immediately christened the “Kindle Killer” should give some idea of just how influential Amazon was to the market’s development. The Kindle reader was, very definitely, the industry standard that required to be matched and then beaten.
However, there was nothing to suggest that any new reader which would offer serious competition to the Kindle was anywhere in sight. It wasn’t until the launch of the Apple iPad – a very different device – that there was any serious threat to the Kindle’s dominance. Even then, the death of the Kindle as a result of consumers turning to the iPad just doesn’t seem to have materialised. Shortly after the release of the upgraded third generation Kindle in August 2010 Amazon, for the umpteenth time it seems, had sold out of the devices and prospective customers faced a wait of several weeks before their new readers could be shipped.
Certainly, the high sales figures of the upgraded Kindles were fuelled, to some extent at least, by a price reduction. Amazon’s new Wi-Fi only Kindle was priced at just $ 139. If you consider that the Kindle 2.0 was selling for $ 359 at its February 2009 launch, that’s a very significant price reduction. It positions the Kindle – and e-book readers in general – considerably nearer to the sub $ 100 impulse buying zone for electronic gadgets. It’s debatable whether or not the iPad’s release prompted this. The price reduction would have happened anyway, but there is still a lot of scope for further price cuts – and probably in the not too distant future.
However, whilst Amazon and Apple may be enjoying a good deal of success, the same cannot be said for other e-book reader manufacturers. Several planned e-book readers have either been postponed or cancelled all together. The Plastic Logic Que reader, for example, is pretty well dead in the water. The well established Dutch company Irex went bankrupt when they ran out of cash following poor US sales returns for their Irex reader. Sprint and Hearst’s planned Skiff has been cancelled.
Are we heading towards a polarised market with Amazon dominating the low cost “pure” e-book reader sector and Apple cleaning up in the pricier tablet computer that’s also used as an e-book reader market? There’s a large gap in the prices of the Kindle and the iPad. Is there room between the two devices, in terms of both price and specification levels, for other players to enter the market?
Recently Amazon advised that sales of Kindle books have overtaken the sales of hard cover books. It seems highly probable that e-book sales will catch up with and eventually overtake paperback sales – and probably in the not too distant future. It looks like e-books may well be the future of reading, but just what type of device will you choose to read them on?
Get the facts on the Kindle 3 for yourself and learn why electronic books are the future of reading.