Kindle Review – Kindle Fire Review, Kindle 4 Review

Martyn Daniels at Brave New World talks about the various ‘exclusive’ and limited edition Sony Reader offerings in the UK -

1. Mills and Boon Exclusive Edition. 
2. Harlequin Romance Limited Edition. 
3. Danielle Steel Limited Edition. 
4. John Lewis Exclusive (John Lewis is a store).  
5. Michael Connelly limited edition.
6. Debbie Macomber limited edition.
7. Ian Fleming and James Bond Limited Edition Sony Reader.
8. James Patterson Sony Reader. 

Perhaps 8 is a bit much. However, Sony do have the right idea.

Readers want choice – they want something that suits them and can be personalized

Consider all the criteria on which people choose devices (beyond the functionality) -

1. How does it look? 
2. Is it cool?
3. Is it in fashion?
4. Does it suit me?
5. What does it say about me? 

Sony is providing a lot of options – the colors, the limited edition devices. It increases the chance readers find a version that uniquely suits them.

Beyond Choice, we want personalization and customization

After buying anything we personalize it -

1. Covers and sleeves for the eReader. 
2. Stickers and magnets on the Fridge.
3. Themes and wallpapers for our computers.

The device becomes an extension of us.

We want to be able to customize it and personalize it and make sure that it fits.

Which brings us to eReaders

We have already lost all the benefits books had i.e.

1. We could tell people who we were via our libraries.
2. The book we carried was an instant advertisement.
3. Each book had its own character and its own message.
4. We could share books and capture imaginations.

What can eReaders do to give us back  our signalling options?

Actually quite a lot. To be fair they are doing some of this already -

1. Special Back Covers like Nook has.
2. $110 Cole Haan covers like Kindle has.
3. Designer covers.
4. Limited Edition and Exclusive eReaders.
5. Kindle Skins.  
6. Higher end eReaders.

However there is a lot more that can be done -

1. eInk back screen that changes according to the book.
2. Laser etching and casing customization.
3. Author and Book specific editions that are completely built around the author – not just a different color.
4. A ton more customization options in the eReader itself – fonts, themes, screensavers.

There are a lot of other things that probably need more thinking or more evolution of eInk.

The big opportunities in personalization

Whatever companies comes up with -

1. A high-end model that just screams coolness.  
2. An add-on that instantly signals identity.

Will make a killing.

If analysts are right and eReaders are a 20-30 million units a year business by 2013, some company is going to be selling a lot of eInk back-covers and premium leather cases.

Filed under: extensions Tagged: | eReader