GO
MyTrevo
e-Readers
e-Readers in 2010
We predict a big year ahead for e-readers. Amazon should continue to dominate but if Barnes and Noble can recover from a rocky start, things could get interesting.

  • Look for things to heat up in the book format battle. Sony has just switched from a proprietary format to the open ePub format. Amazon will most likely stick with their proprietary AZW format but may accommodate open formats somehow.
  • Color e-readers are under development in the labs but who knows when they'll see the light of day, at least an E Ink version.
  • The rumored Apple tablet could be a big game changer if consumers are willing to pay the premium and prefer a multimedia device. The iTunes Book Store should open for business this year.
  • Flexible e-ink displays have been demonstrated at trade shows. Imagine being able to unroll or unfold an electronic version of your local newspaper and download the funnies.
  • More e-reader manufacturers will offer a variety of sizes, styles and prices. There is already a list of e-reader venders like ECTACO and Astak with inexpensive readers. Asus is rumored to be developing a dual screen color reader.

This has been a good year for e-readers. Amazon launched the Kindle 2 (now just called the Kindle) which addressed some of the ergonomic complaints like a problem with the page turning button. Amazon also launched a larger screen Kindle called the DX. Sony introduced a new line of readers but the one most likely to compete with the Kindle, the Sony Reader Daily Edition with a 7 inch screen and 3G connectivity started shipping December. Barnes and Noble's entry into the field had a rocky start with a poorly reviewed reader called the Nook.


Going to Be a Hot Product
Whoever ends up with the lion's share of the e-reader market should have a good year. A recent Retrevo study found 21% of the respondents indicating they were planning on buying an e-reader this year.
Sony vs. Amazon
Sony has been trying for a while to create a hit e-reader. They recently launched a small, medium, and large version of a new e-reader. We'll be watching how the new Sony readers, Barnes and Noble Nook, and others from companies like Spring Design, IREX and Plastic Logic. When we asked e-reader buyers which device they were going to buy Amazon ran away from the pack with 62%.
Apple Tablet Could be an e-Book Reader Competitor
An Apple tablet announcement now appears to be immanent. Rumors have been circulating all year about a handheld device bigger than an iPhone and smaller than a MacBook. Could a backlit, LCD-based multi-media device compete with E Ink devices with their super-long battery life and book-like reflective displays?
Follow the Retrevo Pulse
You can check out the up-to-the-minute demand and price indices for all popular consumer electronics categories at Retrevo.com. You’ll find insight and trends on the state of the consumer electronics industry.
For more information about this report
Please Contact:
Jennifer Jacobson
Director of Public Relations
jennifer@retrevo.com