Is There Really A Kindle Killer In Development?
Right now there are a huge number of manufacturers competing in the nascent, but rapidly growing, e-book reader market. The competition level is a clear signal that high growth is predicted in this sector. And this strong competition is going to be good for consumers as manufacturers fall over themselves to improve specifications and offer lower prices.
The list of manufacturers who have e-book readers in development – or in some cases, ready for release in the near future – is impressive. Sony, Asus, iRex, Plastic Logic, Barnes and Noble – not to mention Microsoft and Apple – are all lined up and jostling for their share of the market.
There’s not much doubt about the current market leader of course. The Amazon Kindle reader has not only dominated the market, but has been pivotal in its development since it was launched in November 2007. Now into its second iteration with the Kindle 2 and the large screen Kindle DX, Amazon has secured a 60% share of the American e-book reader market. The Kindle reader is now their number one product and, on October 19 this year, after what seemed like a long wait, they started shipping the international Kindle 2 to over 100 countries worldwide. It’s a backhanded compliment to Amazon that every new e-book reader that is announced (and there are plenty, the list above is far from exhaustive) and which shows any promise whatsoever, is immediately dubbed the “Kindle Killer”. Right now, the Kindle is setting the benchmark which must be achieved, and then bettered, in order to achieve success.
In case anyone feels that the Kindle’s current dominance is bordering on unassailable, it’s probably worth remembering that Amazon were a pretty late entrant to the market when they first launched the Kindle. The original e-book reader is generally agreed to be the Franklin eBookMan which was launched in 1999 – a decade ago. The Sony PRS also hit the market before the Kindle’s 2007 launch.
The Kindle was such an outstanding success for Amazon because of a number of factors. In the first place, Amazon had a strong association with books, being one of the biggest online retailers. They also had a huge selection of suitable books for download – currently you can choose from over 300,000 titles at the Kindle store. The option of wireless connectivity – with no ongoing fees – was another big selling point.
Just as Amazon came from nowhere to secure the number one position, one of the other contenders could do exactly the same – and in the short term. Barnes and Noble, for example, have over one million titles which will be available for download to their new Nook e-book reader. They will also adopt the ePub format – which many readers under development seem to favor. Kindle’s format is proprietary. Pick a Kindle book – read it on your Kindle.
The Nook will also allow you to “lend” books to your friends and family for a fourteen day period. During the loan period, the borrower will be able to read it and the lender will be unable to use their Nook to access it – just like borrowing a “real” book in fact. The only difference is that you will be guaranteed to get it back.
Sony’s next generation reader – the Daily Edition – will feature a large screen – just like the Kindle DX – but it will incorporate touch screen control options – something both the DX and the K2 are lacking. It will also permit users to download e-books on loan from participating public libraries. Again – just like a traditional book.
Most of the other readers in development have a number of features that may make them more appealing to consumers than the Kindle. Amazon have a fight on their hands – and it seems sure that they won’t relinquish their top position without a fight. Given their innovating role in the development of the market thus far, and considering the importance of the Kindle ebook reader to their business, it seems reasonable to expect them to have a few new ideas yet to be unleashed.
Given the high level of activity among the various manufacturers, it looks as if the e-book reader market is about to enter a period of rapid growth. Hopefully the fierce competition that seems about to unfold will drive prices low enough to take e-book readers out of the geek domain and into the mainstream personal mobile tech market.