Forrester says

IT research company Forrester has just released a report on e-book readers. In typical analyst fashion, it costs megabucks to read but there’s a helpful blog-summary here. In short, Forrester did a survey which seems to confirm what we all think. E-book readers are just too expensive:

What we found was that the price points for how most consumers value eReaders is shockingly low–for most segments, between $50 and $99. (Currently, eReaders in the US are priced between $199 for the Sony Pocket Reader and $489 for the Kindle DX.)

It’s not hard to think of stand-alone e-readers as transitional technologies. Those most likely to use such a specialised device are probably those who are most wedded to printed books. So for the rest of the market, the device for reading has to be a more general purpose one. Whilst there are always arguments about convergent devices, reading books is (for most people) a secondary activity… For that part of the market, put the reader software on something they’d already use for something else…

(via gigaom)


4 comments so far

  1. Kate Eltham on

    Hell yes, Sherman. Spot on.

  2. Charlie on

    I’d love for Casio to plough into this market with a really cheap, tacky, entry-level, LCD ereader for the school market. There’s no reason why these devices should be so expensive. They just be like big calculators.

  3. Mark on

    Great point.
    The mythical Apple Tablet (if such a device exists) and things like the Tech Crunch Tablet and other similar multi-purpose devices might also help bring single use device costs.
    It’ll also be interesting to see what PVI do with E-Ink now that they own it…
    That being said – I doubt that Amazon and Sony are making much money from the prices of their eReaders as surely any plan for profit is focused on getting the biggest market share because the money is made in selling content not selling devices.

  4. Mark on

    I meant to say: bring single use device costs down.

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