Kindle Review – Kindle Fire Review, Kindle 4 Review

This post is just thoughts about possible ways to schedule eReader release dates in 2010. If you’re looking for actual eReader release dates and estimates please check this post on rumored eReader release dates (To Be Updated – so it’s very inaccurate at the moment).

Let’s assume there will be the following big eReader releases for 2010 -

1. Kindle 3.
2. Nook 2.
3. Sony Reader new model – 606 (new 6″), 303 (5″), and 909 (new version of the daily edition). 
4. Sony Reader models after 606 and 303.
5. Qualcomm eReader (not confirmed, not technically an eReader). 
6. Skiff Reader.
7. Plastic Logic Que. 
8. Kindle DX 2.
9. Kindle Electronic Pen. 
10. Cool-er’s new eReader – Let’s call it Cool-er 2.
11. Notion Ink Adam (not technically an eReader).

We also know that the iPad is launching April 3rd.

If you had to release one of the above eReaders – When would you release it to maximize sales?

Strategy 1 – Rush to Market

We actually see surprisingly little of this. Nook rushed to market – However, it had more to do with Christmas Season.

Rush to market is not a bad strategy at all – We’ve seen lots of eReader companies delay their releases and then find that the market has changed and their product isn’t as impressive. We are also seeing a very large number of eReader companies enter the market so a delayed release means you enter a more crowded market. It’s better to be early than late – provided your quality and polish aren’t lacking.

This strategy is especially recommended for companies that are not bringing any new technology to the table.

Strategy 2 – Target Peak Buying Season

This is arguably the best strategy – eReaders are not trivial purchases for most people and it makes sense to target a time when people are making big purchases.

1. Christmas Season is best. That’s why B&N and Sony scheduled the Nook and the Daily Edition for December of last year.  
2. Thanksgiving is a close second.  
3. Tax Refund season is good too. Apple always has product releases around this time.
4. For eReaders aimed at education Back to School shopping season is ideal.

For eReaders Christmas is particularly important as lots of people will be buying gifts for their kids, family, etc. and might consider an eReader.

Strategy 3 – React to competitors

An eReader company could schedule a release right before a rival eReader’s launch to steal its thunder. It could try to launch a few months before and get a lead over the competitor. It could also decide that it wants to wait a few months, figure out what the competitor is releasing, and then release a product that is markedly better.

Which strategy to use varies. A company like Apple or Amazon that have strong branding probably wouldn’t mind competing against a lesser known competitor. Plastic Logic, on the other hand, wisely chose not to release around the same time as the iPad.

An interesting example is Sony’s release of the Touch Edition and Pocket Edition Readers in August. That’s almost the worst possible time to launch – It lets the competition know what you’ll be offering and by the time Christmas Season comes around your product is 3-4 months old.  

Strategy 4 – Wait for technological leaps

We haven’t had any technological leaps in eInk yet. However, there are two lined up – unbreakable, flexible eInk screens and color screens.

Any new eReader coming out in the second half of 2010 would be well served to wait until these are available and then arrive for the Christmas season with one or both included. The big advantage of scheduling around a technological release is you can create and release an ereader that is markedly more advanced (and hopefully better crafted) than the competition.

What Strategy suits each eReader?

The arrival of the iPad means it’s wait and see time for most eReaders. Here are the release dates that, in my opinion, make the most sense for each eReader -

1. Kindle 3 – a month or two after the iPad or November 2010. Amazon have to see how the iPad does and what impact it has on reading and adjust plans accordingly.
2. Nook 2 – November 2010. It’d be one year after the Nook 1 and right in time for Christmas season. 
3. Sony 606 (and 303 and 909) – May or June 2010. Sony could end up being the only Big 3 eReader company releasing in the summer and that would give it an advantage.
4. Sony’s line after the 606 – Christmas 2010. Sony have been very aggressive and have been releasing 2 lines a year and they should continue this.
5. Qualcomm eReader – It would make sense for Qualcomm to actually release early i.e. August 2010 and be the first color screen eReader available in US and Europe.
6. Skiff – their stated summer release is fine. For Skiff it’s mostly testing the concept and the earlier they release the faster they can get feedback and figure out what direction to go in.
7. Que - Plastic Logic did well to avoid the iPad. They need to release a month or two after that or they might have to compete in a market where everyone has touch and writing.
8. Kindle DX 2 – Around Back to School shopping season. DX 2 probably shouldn’t be released until there’s very good note-taking and touchscreen technology incorporated.
9. Kindle Electronic Pen – This is probably going to be released with Kindle DX 2.
10. Cool-er 2 – Should be released as soon as possible since lots of eReaders (Nook, Sony Daily Edition) aren’t yet available in Europe and UK and it gives Cool-er a big advantage.
11. Notion Ink Adam – They’ve chosen a good date (summer) and they should rush the release as much as they can. Being the first Pixel Qi device gives them an advantage they should make the most of. Color ePaper devices might arrive by Christmas so Adam has only summer and fall to gain market share.

Amazon and Sony have to make the most interesting decisions – They both have multiple lines coming out (probably) and they have to deal with Apple, Pixel Qi multiple mode screens (Notion Ink’s Adam), dual screen devices integrating eInk and LCD (like Nook), and simple eInk eReaders.

By reading the market’s response to various eReader devices and technologies Amazon and Sony can figure out exactly what to have available for Summer 2010 and Christmas 2010 and also the most intelligent release dates - That would help them keep their (supposed) #1 and #2 positions in the eReader market.

Filed under: thoughts Tagged: | ereader release dates, kindle strategy