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Old 01-22-2010, 01:23 PM   #1
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"first to build an under-$150 e-book reader will win"

http://www.yankeegroup.com/ResearchDocument.do?id=52910

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Six million e-book readers will be sold in 2010 alone, and Yankee Group expects the market to grow to $2.5 billion by 2013. We predict that the first manufacturer to build an under-$150 e-book reader that focuses solely on reading, not on fancy frills and features, will win.
Sounds like at least one analyst group understands Mobileread's users
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Old 01-22-2010, 01:28 PM   #2
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Old 01-22-2010, 01:36 PM   #3
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Old 01-22-2010, 01:45 PM   #4
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Quote:
Originally Posted by kjk View Post
http://www.yankeegroup.com/ResearchDocument.do?id=52910
Sounds like at least one analyst group understands Mobileread's users
Maybe-since there are already under-$150 dedicated readers available, I guess you'd need to define "frills & features" to understand why they're ruling the already available ones out. IMO that doesn't really indicate that they understand MR users.
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Old 01-22-2010, 01:47 PM   #5
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A really good one under $1000 would be great.
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Old 01-22-2010, 01:57 PM   #6
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A really good one under $1000 would be great.
For a device I'd use every day? I totally agree.
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Old 01-22-2010, 02:03 PM   #7
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Depends on what they mean by "fancy frills and features." If, for instance, they consider margin control, font choice/size/contrast, left/right/full justification, and folders/subfolders among the "frills and features" they don't need, I don't think it'll work out.
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Old 01-22-2010, 02:11 PM   #8
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That's one way to go. Personally, I think the winners will be the folks who make multifunction devices that are as comfortable to read on as an e-ink reader and have enough battery life for us to not worry about charging all the time. People will pay more for them because they do more. The race to the bottom for prices on dedicated devices will just end up with poor quality devices and razor thin margins. Considering how few people read enough to justify even a $150 device that is only good for reading in the style of our current models, that doesn't strike me as a great business. Thin margins need high volume sales. I also wonder how much of the market of folks that read avidly has already been captured by the current products. How many people are left who would buy a reader at $150 who wouldn't buy a one for $250? There are plenty of used readers available for around the $150 price point already. Most current device owners probably won't refresh for a couple years. By that time, there may be more compelling multifunction products than we have now.

People who read books occasionally would likely read ebooks if they already had something easy to read on. That could be a lot of ebook sales but those folks that read one or two best-sellers a year aren't going to drop money on a dedicated device. Unless that $150 reader has a fairly large, color screen, it won't attract the masses. Most people don't read books but they do read magazines and blogs. I bet plenty would be happy to get rid of paper magazines but they're not going to sacrifice the visual richness. And if they're reading on a screen, they'll likely prefer to have multimedia content available. By the time you could make a large, color reader for $150, I'm betting tablet hardware will have made the idea obsolete.

Last edited by Alisa; 01-22-2010 at 02:41 PM. Reason: Grammar
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Old 01-22-2010, 02:12 PM   #9
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Depends on what they mean by "fancy frills and features." If, for instance, they consider margin control, font choice/size/contrast, left/right/full justification, and folders/subfolders among the "frills and features" they don't need, I don't think it'll work out.
Yeah...I'd hope they mean MP3s and cameras and Twitter when they say "frills and features", and by soley on reading they would mean "full featured reader".

Then again, I bet many first time eReader buyers are surprised that all that stuff you mentioned ISN'T a given on every device.
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Old 01-22-2010, 02:45 PM   #10
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I would say: the first manufacturer to build an under-$50 e-book reader that focuses solely on reading, will win.
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Old 01-22-2010, 02:47 PM   #11
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Quote:
Originally Posted by kjk View Post
Yeah...I'd hope they mean MP3s and cameras and Twitter when they say "frills and features", and by soley on reading they would mean "full featured reader".

Then again, I bet many first time eReader buyers are surprised that all that stuff you mentioned ISN'T a given on every device.
How about wireless connectivity? I consider that a frill on a reader, but I'll bet that many (not just new buyers either) don't.
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Old 01-22-2010, 02:53 PM   #12
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I don't need wireless connectivity for my jetBook. I read 3-4 books per month and I'm OK to keep all books on SD card and transfer new books via SD from PC to jetBook.
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Old 01-22-2010, 03:53 PM   #13
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I don't need wireless connectivity for my jetBook. I read 3-4 books per month
Just an observation, but this is one of the few places where that classifies you as a "light reader."
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Old 01-22-2010, 04:00 PM   #14
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I would have said under $100 but by that time our devalued dollars will make it $300 or so...
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Old 01-22-2010, 04:04 PM   #15
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You can find the Sony Pocket Reader for about $180 if you bing it.

So, why is $150 the magic price.. I remember a year ago we were all saying $199 was the magic price...

You folks are demanding.

BOb
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