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Old 08-26-2010, 07:12 PM   #1
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Post Russian e-reader market: Pocketbook #1, Sony #2

Of course, as all market research it has to be taken with a grain of salt, but still, some quite interesting claims here.

Russian market research company J'son & Partners Consulting estimates that 440,000 e-reader devices will be sold in Russian in 2010. They claim that in 2007 numbers were in thousands, in 2008 around 60,000, while in 2009, despite the global crisis, the market exploded to 250,000 units. In the first half of 2010 alone 180,000 devices were sold (85K in Q1 and 95K in Q2).
Small internet shops and specialized electronics shops account for more than half of the sales. However, in the last year some big consumer electronics chains started to show interest as well.
The market share by manufacturer is as follows:
1. 40% Pocketbook
2. 29% Sony
3. 12% Lbook
4. 9% ORSiO
5. 5% Explay (TXT.Book)
6. 5% Others

In June, the most popular models went for 8000 to 16500 RUR (approx $250 to $530). The company thinks that in 2011 the prices will fall significantly (to 6000-7000 RUR) due to increased competition between screen makers.

Via Compulenta

Very interesting numbers, especially considering the fact that Sony does not officially sell readers in Russia. Oh, and I liked the stats so I made a little pie chart
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Old 08-26-2010, 07:18 PM   #2
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It's going to be interesting to see what happens now that the Kindle supports Cyrillic script. I wonder if Amazon intends to move into that market in a big way?
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Old 08-26-2010, 07:21 PM   #3
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Interesting..so if those numbers hold thru the year, Sony will have moved 250k eReaders in a market without official distribution or marketing?
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Old 08-26-2010, 07:29 PM   #4
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Yeah the Sony numbers are because of the availability of free alternative Russian firmwares for the devices.
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Old 08-27-2010, 04:56 AM   #5
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Is this research reliable? I wonder why iRiver does not appear (I was told iRiver Story's selling very well in Russia).
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Old 08-27-2010, 06:08 AM   #6
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iRiver appeared pretty recently, it probably did not make any noticeable impact in the first half of the year.
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Old 08-27-2010, 08:03 AM   #7
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Interesting.
I'm old enough to remember when even harvest numbers where national secrets.
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Old 08-27-2010, 08:19 AM   #8
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I talked with company's CEO that imports iRiver Story in Italy. It was spring 2010. He told me that iRiver Story sold 7000 units in Italy in December 2009 - February 2010 period, a good number, he said. Second only to Russia. He told me that Russia was the first iRiver Story market in the world, and Italy the second.

So if he told me the truth... if they were 7000 in Italy, how many in Russia? Well, let's fancy 10.000...
The research you quoted reports that 85.000 ereaders were sold in the first quarter in Russia.
So, if iRiver sold MORE than 7000 ereaders in Russia for sure in the first quarter (10.000? 15.000? I don't know) they should be at least in the Top 4 companies in Russia.

I think somebody's lying (and it's not me!).
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Old 08-27-2010, 10:07 PM   #9
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Originally Posted by Kumabjorn View Post
Interesting.
I'm old enough to remember when even harvest numbers where national secrets.
Wi-Fi alone would have caused the Soviet Politburo's collective head to explode!
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Old 08-28-2010, 02:15 AM   #10
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Wi-Fi alone would have caused the Soviet Politburo's collective head to explode!
You saying that the Soviet Union didn't collapse because Reagan's Star Wars program, but the imminent approach of wireless porn?
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Old 08-28-2010, 09:07 AM   #11
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You saying that the Soviet Union didn't collapse because Reagan's Star Wars program...
[cue heavy breathing]
Gorbachev, I am, YOUR FATHER!!
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Old 08-28-2010, 07:56 PM   #12
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Too funny! Karma-worthy.

Oh, and also an excellent marketing analysis, igorsk. You get some, too!

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Old 08-29-2010, 12:03 AM   #13
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You saying that the Soviet Union didn't collapse because Reagan's Star Wars program, but the imminent approach of wireless porn?

Way too simplistic but the coming wave of internet porn may indeed have been one of the main causes for the demise of the USSR. Year after year they just kept falling too far behind the west. For some reason their political ideology wouldn't/couldn't find a way to adapt to the rapid pace of porn change in the west. Back in the late 70's - early 80's it was quite clear from recovered Soviet spy equipment that the Soviet ability to produce state-of-the-art high tech, used for the rapid delivery of wireless porn, was fading fast. And then came the Chernobyl Nuclear Power Plant disaster which shut down porn servers across in the entire Ukraine and large portions of the USSR. Their older T1's and analog modems were never able to recover the earlier network traffic levels. Sadly large libraries of priceless midget porn where lost in the chaos following the network collapse.

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Old 08-29-2010, 01:57 AM   #14
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You saying that the Soviet Union didn't collapse because Reagan's Star Wars program, but the imminent approach of wireless porn?
The program was actually called Star Whores, but that part was top secret.
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Old 08-30-2010, 07:27 AM   #15
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It seems the market shares quoted are for 2009. Here's another source.
Quote:
The crisis year of 2009 was a breakthrough for Pocketbook; it sold 142,000 devices in 2009, earning $37m, with around 60% of the devices sold in Russia and most of the rest in Ukraine. According to SmartMarketing, Pocketbook took 43% of the Russian market, with Sony coming in second with 24%. The success is expected to continue in 2010, with the company expecting to earn $150m.

Illustrating how fast this has all happened, despite last year's rocketing sales figures, only now is Pocketbook starting to build up a sales network - 85% of 2009 sales were made via the Internet. Meanwhile, Naumenko also got an e-book store up and running, where licensed files cost a fraction of hard copy.
Let's do some math.
60% of 142,000 is 85,200.
If 85,200 is 43% then 24% is 47,553.

So Sony sold around 50K units in Russia alone, and probably around the same figure in the rest of CIS.
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