If you missed our webinar yesterday, you missed out on some great analysis and Q&A on what is happening in the hot topic of E-Book Readers, both from the perspective of consumers and vendors. (Don’t worry, we are making the presentation available on a complimentary basis and would be happy to answer your questions…stay tuned for the link to be posted tomorrow).
More than just a niche product, E-Book Readers are defining a new page in the mobile industry.
My favorite impact of EBRs so far is that Amazon with the Kindle delivered a new business model for mobile connectivity that really made the industry start thinking. Basically it brought “Free shipping” to the digital realm. By bundling the price of mobile access into the content delivery, Amazon made the purchase decision for the end user one of buying content, not paying for access. The operator gets revenue for the content transported, the company bundling the device and content gets a good margin, and best of all the consumer gets easy access and does not balk at a long-term commitment or an extra fee for delivery.
The other impact of EBR is that it delivered one thing really well, and made it a good experience. Product design and roadmaps need to focus on the emotive value proposition to end users. EBRs provide a better reading-centric experience than an all-purpose smartphone (which of course may integrate with your EBR so you don’t lose your page) and not the more distracting environment of a netbook or tablet –after all many people in today’s generations still associate reading with curling up with a book to get away from the real world..
As for where EBR are headed…more segmentation and technology advancements, of course, pushing up into the higher tiers and down into the lower tiers – and in doing so blurring the lines between product categories and being squeezed by the up and coming multimedia centric tablets (think Apple iPad).
We are beginning to see segmentation of vendors into:
- “ecosystem builders” who target the driving force of rich, interactive multimedia and higher end devices;
- “specialists” that are more vertically focused with products targeting educational and medical uses;
- and “bundlers” who bring lower entry tier products to target new user segments.
For more on EBRs, check out our EBR website.
- Susan Welsh de Grimaldo, Director, Mobile Broadband Opportunities (MBO)

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