2009.29 | Attack of the eReader Clones

Learning from mistakes is a basic lesson that publishers, booksellers and gadget manufacturers are not taking lightly.

Amazon is making headway on selling ebooks, claiming that Kindle growth is “very strong”, starting with the success of the original Kindle eReader, and building upon it further with the the release of the improved Kindle DX in the first half of 2009. With the success of the iPod product family and their close alignment with iTunes resulting in blockbuster sales for both – remember that iTunes sells more digital music than anyone by far and more music than most brick and mortar retailers – it seems that publishers, booksellers and electronic gadget makers are not going to ignore the potential of the electronic reading game.

Borders UK is trying Elonix, Shortcovers wants consumers to use thier mobile, Sony has a strong offering, and there are certainly no end of other models and manufacturers vying for a place in a potentially lucrative market. Magazines have also been getting into the mix, with Starwood hotels offering free digital download of popular magazines for hotel guests.

It will be interesting to see if ebooks expand in the same way as music and video. While the ebook model removes the distribution channel required for regular books and provides instant gratification with books downloadable immediately after purchase, it also requires yet another gadget with a cost. That gadget does not necessarily mimic the same experience that many consumers desire in a book. The heft of a book, the ability to fold and hold it as they wish, and even the ability to share it with friends or pass it on give the physical aspect of a book more value than with a CD.

While music is a very different consumer experience from books, it is still worth watching to see how consumers move this business, and these organizations are wise to continue to play a part in the equation.

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