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Jmirko · 04-24-2013, 11:24 AM

I think it's very interesting to speculate what strategy Onyx should follow in order to be successful in the ereader market. Here is my opinion in a nutshell. If it generates some interest, I may post a longer version (as a link).

What I see is that currently Onyx is mostly competing with the big boys (Amazon, Kobo, B&N) with its 6-inch readers, and losing on price. Its only unique product is the M92, and it has not done much to exploit the potential of the large wacom touchsreen.

Onyx cannot be competitive in the area of "standard" ereaders, because the big players will always be able to offer much lower prices, and convenient access to (their own) bookstores. Instead, Onyx should focus on innovative hardware, niche markets, and leveraging the user community.

As a first step, Onyx should modify the M92 (software, stylus) and position it as an affordable digital notepad for students and office workers - anyone who uses paper notebooks daily. It's a potentially huge market, but it can only be tapped if Onyx can break out of the vicious cycle of "low volume - high price - low volume". I think it must cost less than 200 (USD/EUR/GBP). If this product is successful, it will provide Onyx with the brand recognition, user base, and - hopefully - cash to pursue the strategy further.

Next, Onyx should do market research to find more potentially lucrative niche product segments, e.g.:
- light, thin, durable ereader with flexible screen, a la Wexler Flex One (but without the mistakes...)
- tablet-ereader hibrid (like the Yotaphone)
- ereader with solar panel (never needs to be charged)
- 8-inch ereader
- color ereader (eventually...)
Only products with a "wow-factor" will be able to compete successfully for buyers' wallets.
Sure, these will never sell in the millions like a Kindle, but that carries an advantage - the big makers will probably not compete with Onyx for such a small slice of the cake.

In the meantime, Onyx should use the user community for ideas, for feedback, and for word-of-mouth marketing. Booxtor is doing a great job, but this should be done directly by Onyx - on a much larger scale and in more structured form, in all target markets.

What do you think? Is this strategy viable? If so, then what other niche products would you like to see? If not, then what do you think Onyx should do?

04-24-2013, 11:24 AM	#41
Jmirko Recovered collector Posts: 398 Karma: 1555507 Join Date: Feb 2012 Location: Vienna, Austria Device: see signature	I think it's very interesting to speculate what strategy Onyx should follow in order to be successful in the ereader market. Here is my opinion in a nutshell. If it generates some interest, I may post a longer version (as a link). What I see is that currently Onyx is mostly competing with the big boys (Amazon, Kobo, B&N) with its 6-inch readers, and losing on price. Its only unique product is the M92, and it has not done much to exploit the potential of the large wacom touchsreen. Onyx cannot be competitive in the area of "standard" ereaders, because the big players will always be able to offer much lower prices, and convenient access to (their own) bookstores. Instead, Onyx should focus on innovative hardware, niche markets, and leveraging the user community. As a first step, Onyx should modify the M92 (software, stylus) and position it as an affordable digital notepad for students and office workers - anyone who uses paper notebooks daily. It's a potentially huge market, but it can only be tapped if Onyx can break out of the vicious cycle of "low volume - high price - low volume". I think it must cost less than 200 (USD/EUR/GBP). If this product is successful, it will provide Onyx with the brand recognition, user base, and - hopefully - cash to pursue the strategy further. Next, Onyx should do market research to find more potentially lucrative niche product segments, e.g.: - light, thin, durable ereader with flexible screen, a la Wexler Flex One (but without the mistakes...) - tablet-ereader hibrid (like the Yotaphone) - ereader with solar panel (never needs to be charged) - 8-inch ereader - color ereader (eventually...) Only products with a "wow-factor" will be able to compete successfully for buyers' wallets. Sure, these will never sell in the millions like a Kindle, but that carries an advantage - the big makers will probably not compete with Onyx for such a small slice of the cake. In the meantime, Onyx should use the user community for ideas, for feedback, and for word-of-mouth marketing. Booxtor is doing a great job, but this should be done directly by Onyx - on a much larger scale and in more structured form, in all target markets. What do you think? Is this strategy viable? If so, then what other niche products would you like to see? If not, then what do you think Onyx should do? Last edited by Jmirko; 04-24-2013 at 11:27 AM.