What's going to happen with eReaders and eBooks in 2011?

It’s interesting how, due to the lack of any truly significant happenings in January and February 2011, trivial things like publicly shared notes and despotic platform rules are taking center stage.

Here are some of the things we’re likely to see in 2011 –

  1. The first color screen eReaders.
  2. The first $100 eReaders from the Big 3 eReader companies.
  3. A new price point to replace $9.99. The Death of the Agency Model.
  4. Kindle 4.
  5. Kindle Tablet.
  6. Nook 2.
  7. Nook Color 2.
  8. iPad 2.
  9. Kindle DX 3.
  10. Sony Reader 666.
  11. A wave of eReaders and eWriters from Samsung, Acer, Asus.
  12. The “Invasion of the ‘iPad and eReader killing’ Android Tablets”. Android Tablets are like super-slow zombies. They started off from the town center in early 2010 – aiming to surround your farmhouse and eat you up. It’s early 2011 and they’re still a few miles away. Meanwhile, your neighbour is having a heart-attack because in just one or two more years they’ll arrive.

This post will cover all of these, starting with the least interesting.

Android Tablets and their perceived threat to eReaders

We don’t really have anything impressive other than Nook Color. B&N wasn’t even trying to make an Android tablet, and yet, Nook Color is better than all the other Android tablets. That either says a lot about B&N’s ability to deliver compelling products, or it says a lot about the other Android Tablet makers’ lack of ability to deliver products.

There are a few problems with the whole concept that Android Tablets are going to threaten eReaders –

  1. There aren’t customers of good intent so there isn’t money. That means there will not be many developers making great apps because there’s little financial incentive to make great apps for the Android App Store.
  2. Amazon’s Android App Store is a bit of a pipe dream. Can Amazon pull together the best 10% apps in the Android App ecosystem? Yes. Can it turn customers of bad intent into customers of good intent? No.
  3. If the iPad couldn’t kill eReaders, and we can say this with some amount of confidence since everyone and their cat thinks millions of Kindles and millions of Nook Colors were sold in 2010, then do we really think something like the Xoom or the Dell Streak could threaten eReaders? Actually, the Dell Streak has been discontinued. Perhaps the Press should start writing about how ‘eReaders will kill Android Tablets’.

The whole problem with Android is that it’s based on free and caters to free-loving people and companies.

Google built it to defend Search. Google gives it away for free. Google gives away free services. Google encourages free apps. All Android is, is a big moat to protect search. Everyone seems oblivious to this truth.

It’s not going to be able to transform into something other than a free OS that lives and dies by free. It calls out to people who love open and free, and they make it even more open and more free. Everyone in the ecosystem is in love with free – to the point that developers make apps for free. You can’t change the culture of the ecosystem.

It might destroy profits of other ecosystems – to a point. However, it can’t generate a ton of profits. Its only aim is to protect Google’s Search cash cow and it’s doing a decent job of that.

Samsung, Acer, and Asus releasing eReaders

Their heart’s not really in it. You can tell from how they keep hemming and hawing about what to release and when to release.

It’s like the project you get which people think could turn out to be big, but you really dislike. So you don’t really do anything much and hope it disappears, and that everyone forgets about it.

For most of 2011 we are going to be talking about the big invasion of the Beasts of the East and all the amazing eReaders they will bring to market. Apart from Samsung no one is going to bring anything impressive to market. Asus has already morphed its eReader into a Tablet-like eWriter-Something. Acer cancelled its eReader, then un-cancelled it, and will probably re-cancel it.

Showing off an eReader at CES is the surest sign that a company is either not serious about bringing an eReader to market, or that the company is incapable of surviving in the market.

Sony Reader 666

There are a few things we can count on –

  1. Sony will make the best eReader. The best looking, the technologically most advanced eReader.
  2. It will forget that it’s meant for reading books. So no wireless downloads and no decent book store.
  3. It will pick the most ridiculous name possible. And an even more ridiculous price point.
  4. Sony will talk about its focus on non-US markets.
  5. Sony will refuse to add any infrastructure to support its eReaders.

Sony’s level of incompetence, when it comes to eReaders, is exemplified by Sony managing to be the first, and probably only, eReader App company to get rejected by the Apple Store.

Still holding out hope that someone at Sony figures out that the device is meant for readers and that book prices and features should reflect that. However, wouldn’t bet even 77 cents on it.

Kindle DX 3

Actually, this might be a bit unlikely. Amazon is giving Kindle DX 2 zero love, and it might just decide to do away with the bigger eReader and focus on the Kindle Tablet.

Perhaps Amazon will surprise us and bring a Kindle DX 3 to market that has all the latest features.

Color Screen eReaders

The price is going to scare everyone away. The same companies that have been showing off screens at CES for 2 years, without releasing anything, are promising that color eInk screen prices are going to be very low.

Yes, of course – They’ve shown just how dependable they are. There’s no way we’re going to believe them when they claim color eInk screens will cost about as much as black and white eInk screens.

If one of them manages to become the first screen technology maker, ever, to release a new screen technology at the same price as an older, mass-produced screen technology – then that company deserves all the sales it will get.

Color screen eReaders aren’t going to be very interesting this year unless they come in at under $200 – Even then they might not be very interesting if black and white screen eReaders drop to under $100.

iPad 2

This isn’t really very interesting.

Apart from the ‘this is going to destroy eReaders’ angle and the ‘this is the most marvellous technology ever’ angle. Steve Jobs probably thinks iPad 2 is the most amazing thing since the wheel – closely followed by the invention of the aeroplane and the steam engine.

After all, isn’t it marvellous that it will be as thin as a quarter, and as shiny as aluminum foil, and as ‘pure’ an experience as bathing in a waterfall in the Peruvian Andes.

After all the hype has settled the purists will argue whether its greatness stems from it being a larger iPod Touch or a smaller iPad. Perhaps it comes from the front and back facing cameras. It had been done before – but never like this. Apple showed everyone how to really put 2 cameras on a device. They even placed the cameras such that it minimizes the amount of eye movement required to look up at the camera. It is, after all, touches like this that make the difference between the ordinary and the aesthetically and experientially brilliant.

iPad 2. Apple revolutionizes computers – Again. A revolution that will not be surpassed until iPad 3 or iPhone 5 or iHeadphones 7 arrives.

Nook 2

Nook Color is so much better than Nook that Nook 2 is pretty much irrelevant. At some level B&N understands this – it might just release a Nook WiFi 2 and kill off the Nook line.

Nook 2 is not at all interesting. At best, it’s going to introduce one or two cool new features and highlight 5 to 6 Amazon weaknesses. At worst, it’s going to be instantly dated thanks to an Amazon Kindle software upgrade which adds ePub or library book support.

Kindle 4

Even Amazon would be hard-pressed to introduce more incremental improvements to the Kindle. Kindle 2 and Kindle 3 have added about as much as you could add to the Basic Kindle. What’s left? Glitter and Stickers?

There are probably not going to be any huge new technological advances in eInk in 2011 – with the exception of color eInk. That probably means Kindle 4 will not arrive this year. If it does, then a color eInk screen is the only thing that could save it from being the sequel that makes you wish it had never been made.

Amazon is likely to focus on a Kindle Tablet and on a sub $100 Kindle. A full-fledged Kindle 4 with color eInk and 1,000 incremental improvements will probably arrive only after February 2012.

Death of the Agency Model, and of $9.99

This is pretty important.

The huge landgrab in eReaders might be for naught if Publishers and non-Indie Authors don’t figure out a way to keep ebook prices high. It’d be the fates laughing at all the companies investing heavily in eReader technology.

Imagine how the companies would feel if there were just $1 and $3 books left by the time we went from 10% digital to 90% digital.

If we end up in a world with $50 eReaders and $1 ebooks the grand eReader Wars and the grander eBook Wars would be the most pointless wars ever fought (at least in the corporate realm).

It’ll be bittersweet to see $9.99 die a fast and painful death.

Kindle Tablet

This is easily one of the most exciting things to look forward to. There’s nothing quite like the Nook Color. It’s a new device that has created its own market – the Reading Tablet market.

Amazon’s answer, the Kindle Tablet, might focus on being a reading tablet aimed squarely at the Nook Color. If that happens we will have a great contest. The other possibility is that Amazon decides to squeeze Nook Color between its dedicated eReader, the Kindle, and its general purpose Tablet, the Kindle Tablet.

The latter would be a huge mistake but it seems likely that Amazon will make that mistake. It has to protect games and movies and it has to try and take over music – the scope of Amazon’s ambition means that it might ignore just how much of a threat a dedicated reading tablet like the Nook Color really is.

Nook Color 2

Can’t think of a way B&N could improve on the Nook Color. It does need a good app store desperately. However, in nearly every other way it exceeds expectations. Unless B&N figures out a way to magically morph/switch between eInk and LCD there isn’t really much room for Nook Color 2 to improve on Nook Color 1.

What might make a huge difference is figuring out a way to cut the price even more. B&N could also attack the general tablet market – it already has the best Android Tablet without trying. It wouldn’t hurt to see what it could do if it really did focus on making a full-out tablet.

Nook Color 2 and Kindle Tablet are going to be the biggest eReader releases of 2011. Which is a strange thing to say given that they aren’t even pure eReaders.

The first $100 Big 3 eReader

B&N and Sony lost badly to the $139 Kindle WiFi in 2010. Both of them get a shot at redemption in 2011.

The first Big 3 eReader maker that makes a really good, really solid sub $100 eReader has a good shot at winning 2011. A few things would really help –

  1. Releasing in September or October to make sure you get all the features possible, and to ensure you don’t get preempted by a newer eReader.
  2. Going as far below $100 as possible.
  3. Adding on as much real and perceived value as possible – free books, wireless features, offers and promotions, coupons, a good book store, little games, and everything that would make people feel they won’t regret the sub-$100 eReader purchase.
  4. Reducing friction – make it look good, say all the right things (open, lending, easy, no-hassle), make it available everywhere, market it well.
  5. Attack competitor weaknesses. Good bookstore = Sony Reader is dead. ePub and Library Books = Competes well with Kindle. No Bugs = Competes well with Nook.

The sub-$100 eReader releases are going to be the most important eReader events of 2011. Each of the big three eReader companies is likely to release a sub-$100 eReader in 2011 – When the releases happen, and what the eReaders are like, will determine which company wins 2011.

3 thoughts on “What's going to happen with eReaders and eBooks in 2011?”

  1. There’s something about your iPad 2 mocking section: you gave Amazon a license to launch it. Secret love for the iDevice? Just wondering. 😀

  2. Agreed that the possible $100 e-ink reader will be the most significant event of 2011.

    “If we end up in a world with $50 eReaders and $1 ebooks the grand eReader Wars and the grander eBook Wars would be the most pointless wars ever fought (at least in the corporate realm).”

    Don’t agree with this about the eReaders. Tech products have a way of falling in price. With enough drops in component prices, a $50 ereader might be profitable.

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