Astak Mentor eBook readers with WiFi and Touchscreen (read-only)

[catsittingstill]

Originally Posted by AJ Starr

Ahhhh... As a former Air Force Officer and current member of the military community, there is NOTHING wrong with Camo.....

AJ

No offense; there is nothing wrong with camo in principle. However if the reader is camo, I may not be able to see it--that's kind of the point of camo, after all. And when I set a reader down, in a camp I will be leaving tomorrow, it is VITALLY important to me that I be able to find it again, quickly and easily.

Regarding an earlier post in this thread, hot pink--bleagh. If the makers went with international orange, or heavy equipment yellow, though, I would probably go for it; that's a reader I won't leave behind when it's time to put the stuff in packs and the packs in the canoe.

[DaleDe]

Originally Posted by AJ Starr

Ahhhh... As a former Air Force Officer and current member of the military community, there is NOTHING wrong with Camo.....

AJ

Looks fine but it would cost more to do. Not worth the value add if any.

Dale

[SaraD]

Originally Posted by Robertb

Dear Sara:

In the past, a few retailers have noted that they would like to see devices that could be primarily targeted to women. Mostly it was just lip service and went no further. Now we have been approached by publishers that sell ONLY to women and have the customer base to make something like this more a reality.

This is NOT a case of Robert B with dollar signs in his eyes looking at a new and lucrative market. This is about two publishers who have openly stated that the Big Two eBook reader manufacturers have not listened to them and just maybe Astak will listen.

MobileRead Forum already should know of me as one that likes to listen and react truthfully to end users and possible end users. Same goes with these two publishers. I am searching for ideas and just maybe we all will get products that do find a real hidden opportunity. Astak is NOT exploiting anyone or pulling their attention away from males or going off in a new direction. We are trying to get ideas that perhaps do lend themselves more towards women.

And, in so doing, maybe all (males and females) will profit as we come out with better devices.

I feel naturally (or I would not be in the business) that our Mentor and EZ Reader lines are at least as good and in many ways better than the competition. Why would anybody want to build a second or third class machine? BUT, despite how good our machines may be, large publishers do not even know we exist. Just maybe something like this can show that we are what I think we are (a terrific value) and on a level or slightly advanced footing with the Big Two.

Oh, dear. I am very sorry, Robert! If that is how you took my comments, then I did a poor job of writing in an attempt for a little humor. Or you had a really long day or some of both.

You are correct that most attempts to market items toward women get mostly lip service and if something is done it is indeed generally laughable. The comment (thank you Griffonwing, but I was trying for Engadet's description of Dell's first attempt at Della, not the current version) is a prime example of the worst version of "shrink & pink" idea that you mentioned. A successfull item directed to women is the Honda CRV where actual research was done to see what women wanted in a small sport utility vehicle - like a really light lift gate and good storage in the back. Many guys like it too because Honda did a good job without going overboard . No, I don't have one, but it made my top choices back when I was choosing.

And yes, you do listen. That is much of why I participate on this forum and no other that I visit. Just many of the ideas coming up have been said before and will be again because they are good. But maybe now that those companies that sell books mostly to women have made their point that boss you are taking the waterproof reader idea to may be more ready to listen to all the good stuff you have? If he/she is like my prior bosses he/she will want freshly gathered ideas though - not what you have on file even though only the date changes. That was the point I wanted to make. And who knows, maybe somebody did say something new?

At this point I would rather see a really good e-book reader product and then see about directing towards a gender specific market. Many of the really good ideas right now have nothing to do with gender. I would really rather see Astak established with a couple more solid devices before worrying about a specific market segment. After market things like cases and skins can do that for now rather than the hardware itself.

I firmly believe that no company that makes a really good product that has what people want for a good price ever has to go after a market with dollar signs in its eyes because it doesn't have to. Now if I can only find one that makes a good small technical backpack with real padded straps weighing less than a pound. I have one in black and love it, but some spring time I really wish I could buy one in a light color and have looked for 3 years. And I'm still looking for some company to figure out that this part of the market is being ignored <sigh>. Most likely I think that is the type of market you are looking to make happy?

[SaraD]

I'll explain part of my reasoning at wanting a device in that price range. Though I will more likey buy a unit in a higher category for the better quality and hopefully a flexible screen.

When I decide on an item that I intend to carry with me daily and use all the time, one of the factors I highly consider is how badly I will feel about the x amount of $ I spent if I drop it. Yes, there are warrenty programs and such, but that does not speak to the emotional cost of "I just dropped $300 on the concrete floor". Luckily my husband was able to repair my $80 cell phone when I dropped it for the first time last month and the center button of the d-pad jammed. And I've had it for almost 2 years of lots of usage. Given how horrible I felt about that, I shudder to think about that happening to a more expensive and beloved device. Spending quite a bit for my really nice food processor or sewing machine just feels different to me.

I hope that provides a different viewpoint.

[kacir]

Perhaps THE most succesfull Czech (Czechoslovakian) entrepreneur of all times was Tomáš Baťa (Tomas Bata in English transcription) wikipedia page http://en.wikipedia.org/wiki/Tom%C3%A1%C5%A1_Ba%C5%A5a his company had to move out of Czechoslovakia when the "good old socialistic times" arrived. Even today he is an established brand in shoe manufacturing industry http://www.bata.com/

Tomas Bata established many, many things that were revolutionary and visionary, even a little bit "Utopistic" at his times.
He took very good care of his workforce, built homes for his workers (that are used until nowadays), had schools of legendary quality for children of his workers ...

But the thing he is the MOST famous for is the BATA PRICE.
Quote from wikipedia page about Tomas Bata

Also typical is so called "Baťa price" used to give a price ended almost always by number nine. Basically meaning that a price 99 or 19.99 looks apparently much better than rounded number such as 100 or 20, even though the difference is just 1 currency unit.

I believe he was one of the first people to have this ancient marketing trick established as an official, documented company policy.

There is very little difference, from a financial standpoint, between $105 and $99, but from psychological point of view, there is VAST difference.

So perhaps a 5" Astak Barebone "Rock bottom price" Reader, with a grade 2 display, without mp3 capability, without folders, without SD card and other bells and whistles could persuade yet another group of impulsive buyers. Many people might buy such device as a backup unit, or a device you take for holiday.

And if you find a way to sell the 5" Astak Barebone "Rock bottom price" Reader for $199 IN EUROPE, that would be something. We see again and *again* and *AGAIN* that 1Eur = $1. And when you complain, most companies answer: "Everybody is screwing European customers, so why shouldn't we?" Even companies from European Union that sell reader for 350Eur in Europe and that want to start selling in USA make the price $350.

[Xenophon]

Originally Posted by Robertb

[SNIP]
OH, I also personally agree that page turning needs to be on BOTH the left and right side! Our factory in Taiwan does not always get that message. This is often because they work on projects often a year in advance of the release or more.

I will remind them. The EZ Reader does have page turn on both sides. Thank you and I will try to get them to understand.

Actually, you don't necessarily need multiple sets of buttons. Rather, you need one well placed set along with the ability to re-orient the reader and screen display. Remember that eBookwise-1150 a bunch of us insisted that you play with? While the specific industrial design may not be copy-able, the ability to use the device in any of the 4 orientations with automatic remapping of next-page and previous-page buttons was sheer genius!

That kind of flexibility matters far more than "buttons on both left and right."

Xenophon

[slayda]

Originally Posted by catsittingstill

No offense; there is nothing wrong with camo in principle. However if the reader is camo, I may not be able to see it--that's kind of the point of camo, after all. And when I set a reader down, in a camp I will be leaving tomorrow, it is VITALLY important to me that I be able to find it again, quickly and easily.

...

I agree. I have enough trouble losing my black reader.

Maybe a hot pink would be easier to spot.

OTOH having a built in beeper with a remote control activator for my keychain might be a good idea. It would certainly save me time hunting all over the house for it.

[Robertb]

Originally Posted by SaraD

Oh, dear. I am very sorry, Robert! If that is how you took my comments, then I did a poor job of writing in an attempt for a little humor. Or you had a really long day or some of both.

You are correct that most attempts to market items toward women get mostly lip service and if something is done it is indeed generally laughable. The comment (thank you Griffonwing, but I was trying for Engadet's description of Dell's first attempt at Della, not the current version) is a prime example of the worst version of "shrink & pink" idea that you mentioned. A successfull item directed to women is the Honda CRV where actual research was done to see what women wanted in a small sport utility vehicle - like a really light lift gate and good storage in the back. Many guys like it too because Honda did a good job without going overboard . No, I don't have one, but it made my top choices back when I was choosing.

And yes, you do listen. That is much of why I participate on this forum and no other that I visit. Just many of the ideas coming up have been said before and will be again because they are good. But maybe now that those companies that sell books mostly to women have made their point that boss you are taking the waterproof reader idea to may be more ready to listen to all the good stuff you have? If he/she is like my prior bosses he/she will want freshly gathered ideas though - not what you have on file even though only the date changes. That was the point I wanted to make. And who knows, maybe somebody did say something new?

At this point I would rather see a really good e-book reader product and then see about directing towards a gender specific market. Many of the really good ideas right now have nothing to do with gender. I would really rather see Astak established with a couple more solid devices before worrying about a specific market segment. After market things like cases and skins can do that for now rather than the hardware itself.

I firmly believe that no company that makes a really good product that has what people want for a good price ever has to go after a market with dollar signs in its eyes because it doesn't have to. Now if I can only find one that makes a good small technical backpack with real padded straps weighing less than a pound. I have one in black and love it, but some spring time I really wish I could buy one in a light color and have looked for 3 years. And I'm still looking for some company to figure out that this part of the market is being ignored <sigh>. Most likely I think that is the type of market you are looking to make happy?

Dear Sara:

I took your comments with appreciation. I was trying to answer a lot of posts with one post and was not at all upset in any way by your fine comments.

I always feel bad to spotlight a "women" market as it always sounds like "let's exploit". This is not an exploit... just a chance to maybe do something special for women who are a driving force in eBooks and eBook Readers and two powerful women at IDPF reached out to me to help. I believe, myself, that it is NOT a man's world and it should not be. While I pursue the U.S. Navy Seals on the one hand... I am pursuing markets that Kindle and Sony have largely ignored on the other. It does not mean that women cannot read the same eBook Reader as a man with complete satisfaction... it just means I am open to ideas as women are a huge part of electronics. Of $96 BILLION spent on electronics worldwide, women spend $55 BILLION. In my book they certainly deserve to have their voices heard.

[Robertb]

Originally Posted by Xenophon

Actually, you don't necessarily need multiple sets of buttons. Rather, you need one well placed set along with the ability to re-orient the reader and screen display. Remember that eBookwise-1150 a bunch of us insisted that you play with? While the specific industrial design may not be copy-able, the ability to use the device in any of the 4 orientations with automatic remapping of next-page and previous-page buttons was sheer genius!

That kind of flexibility matters far more than "buttons on both left and right."

Xenophon

Dear Xenophon:

I do remember well the eBookwise-1150 that Dale brought to me.

Some of my personal frustration is in finding that Astak does not YET necessarily drive our factories. I am TRYING to tell our twin factories to wise up and sometimes they listen a little and sometimes they just do their own thing.

WHEN and if Astak starts hitting its sales stride... we will have clout. Right now we are often in the unenviable position of KNOWING (thanks to my friends on this forum) what is needed... and the factories say "hey, Russia is buying 50,000 of these and they are overjoyed". I buy 1,000 and want them to change everything. I feel, now, that IF I was allowed to design a new eBook Reader I could make it fabulous for all of you. Maybe this opportuntiy will happen as we sell more and more... but right now I can only do little changes. I LOVE the EZ Reader as it is a really nice device that is reliable and intuitive and well laid out. BUT... I would have killed to get the Epson controller in it. It is damned good... but why not make it great?? The Mentor has some great features I really like... but it also should have Uncle Epson in it and I wish for larger buttons. AND... I wish it had page advance on the left side too. It is a quality offering but in America good is not what we are all about. I have a "killer instinct" when it comes to electronics... do not settle for less than all-out great as long as costs stay in line.

So, yes, you are right that one well-placed set would be great. I just wish the damned factories would realize that the world is telling them what to do and they need to do it.

[Robertb]

Originally Posted by kacir

Perhaps THE most succesfull Czech (Czechoslovakian) entrepreneur of all times was Tomáš Baťa (Tomas Bata in English transcription) wikipedia page http://en.wikipedia.org/wiki/Tom%C3%A1%C5%A1_Ba%C5%A5a his company had to move out of Czechoslovakia when the "good old socialistic times" arrived. Even today he is an established brand in shoe manufacturing industry http://www.bata.com/

Tomas Bata established many, many things that were revolutionary and visionary, even a little bit "Utopistic" at his times.
He took very good care of his workforce, built homes for his workers (that are used until nowadays), had schools of legendary quality for children of his workers ...

But the thing he is the MOST famous for is the BATA PRICE.
Quote from wikipedia page about Tomas Bata

I believe he was one of the first people to have this ancient marketing trick established as an official, documented company policy.

There is very little difference, from a financial standpoint, between $105 and $99, but from psychological point of view, there is VAST difference.

So perhaps a 5" Astak Barebone "Rock bottom price" Reader, with a grade 2 display, without mp3 capability, without folders, without SD card and other bells and whistles could persuade yet another group of impulsive buyers. Many people might buy such device as a backup unit, or a device you take for holiday.

And if you find a way to sell the 5" Astak Barebone "Rock bottom price" Reader for $199 IN EUROPE, that would be something. We see again and *again* and *AGAIN* that 1Eur = $1. And when you complain, most companies answer: "Everybody is screwing European customers, so why shouldn't we?" Even companies from European Union that sell reader for 350Eur in Europe and that want to start selling in USA make the price $350.

Dear Kacir:

This is a gem of a well-written and thought out post!! You should be a writer!! Really! Well written!!

I agree fully with you except on one thing: Astak will NOT sell anything but the best panel!! Grade "B" saves money... but nobody enjoys the reading experience. We may well do a bare bone 5 inch... but that screen will be as good as they come. I concur with Bata Pricing. My Chinese brothers love to price at whole numbers and I shave it every time.

I think there are ways to get a 5 inch that is quality and still get low. I just will not put the Astak name on anything that is not a quality product. I WANT people to buy an Astak and still know that they are getting a great device... albeit cheaply. The aim of your email I wholeheartedly agree with... drive the price down. To me, you can buy a Kindle and know it works. I want you to buy an Astak and know it works even better. I won't sell, cannot sell, something that I do not believe in.

SO, with that said, yes... we are now hunting for a 5 inch that works well and comes in at less than $195. Cannot guarantee it yet... but it is a priority and we are looking.

[wallcraft]

Originally Posted by Robertb

SO, with that said, yes... we are now hunting for a 5 inch that works well and comes in at less than $195.

Some of the custom 5" designs from Netronix (PocketBook 360°, Bookeen Opus) look very sharp, but I still like the Hanlin V5 (assuming it isn't only going to be sold as the BeBook Mini). It isn't a radical upgrade to the V3's design, but this implies that the (already very good) software will mostly be shared between the two. The 5" screen should make it a bit cheaper than the Hanlin V3 (EZ Reader), which Fry's already sells for less than $250 when it is on sale.

[babayaga]

Originally Posted by Robertb

The Astak Mentor eBook devices come in 5 inch, 6 inch, and 9.7 inch. Let's use the 6 inch as an example.
...
The price for this is expected just under $200 (YES, THAT IS $200). The 5 inch model will be priced at about $159.
...
Optional on it will be Touchscreen and WiFi 808.11g.
...
All three of these devices will be unveiled at the IDPF Trade Show in New York on May 14.

It's quite interesting to follow evolution of this thread, but it seems to me that it's main topic was lost after about a dozen of postings

So my question to Robert (or anyone who might have know the answer): any updates on Mentor line availability? Specifically 5 and 6 inch devices? Any news on actual HW and software features?

Thanks!

[griffonwing]

Originally Posted by babayaga

It's quite interesting to follow evolution of this thread, but it seems to me that it's main topic was lost after about a dozen of postings

Thanks!

This thread has been hijacked more times than the Caribbean! Yet we are still afloat.

Yo Ho Ho! We look for threads to plunder.
Alack! Alas! Dissention we will sow.
Yo Ho Ho! Wherever we shall wander.
Arrgg! Avast! A trolling we will go.

[Robertb]

Originally Posted by babayaga

It's quite interesting to follow evolution of this thread, but it seems to me that it's main topic was lost after about a dozen of postings

So my question to Robert (or anyone who might have know the answer): any updates on Mentor line availability? Specifically 5 and 6 inch devices? Any news on actual HW and software features?

Thanks!

Dear Babayaga:

Thank you for asking.

The 6 inch Mentor Lite was due the second week of June. We are awaiting the MP3 license and should have these in stock and released the first week of July. I did not want to release without MP3 on it so we held back a few weeks. Please visit my blog at www.robertbEZ.blogspot.com for details on the Mentor Lite.

This holding back MAY also allow the Epson Controller, which I want as well, but no guarantee yet. Sometimes delays are a good idea and this seems to me to be one. We are also awaiting the final agreement with Google for their 500,000 classic eBook library due in that time period.

As posted yesterday, we are looking into an inexpensive 5 inch; but it may not be a Mentor.

There ARE about three upcoming versions of the Mentor 6 inch coming in the next 5-6 months. The factory is trying to build in some key features like 3G and Wi-Fi and possibly Touch (Touch is NOT as easy as it appears IF we want to get around the decrease in resolution that Touch causes). The next version of the 6 inch is going to be named "Mentor Invicta" and I will post more when I have it.

[Robertb]

Originally Posted by griffonwing

This thread has been hijacked more times than the Caribbean! Yet we are still afloat.

Yo Ho Ho! We look for threads to plunder.
Alack! Alas! Dissention we will sow.
Yo Ho Ho! Wherever we shall wander.
Arrgg! Avast! A trolling we will go.

Griffonwing is likely a spy for the Pirates of the Caribbean. His great humor and insight do add spice to this thread, Matey. Shivver me timbers... Arrgg!!