For Consumer Product Strategy Professionals

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	May 27, 2009 How Big Is The eReader Opportunity? Book Readers Drive The Market Now, But That Will Change by Sarah Rotman Epps with Mark Mulligan, James L. McQuivey, Ph.D., Erik Hood	Average: 9  (3 ratings)

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Executive Summary

The eReader market is hot: Barely a day goes by without an announcement of a new device release or acquisition. Amazon.com, leveraging its position as a dominant book retailer, has catalyzed the market for eBooks, but that's just the beginning of the eReader revolution. Competitors will attack Amazon's market position by launching new features, expanding content beyond books, dominating markets outside the US, reducing costs, and improving relationships with publishers. While frequent book readers drive device and content sales today, the next five years will see an explosion of the eReader textbook market, and in 10 years, the market will be driven by businesses going green in government, education, health, and other sectors. With retailers, mobile operators, and device manufacturers all vying for a piece of the eReader action, publishers should proactively shape their own eReader opportunity — or miss their last best chance to control their own destiny.

TABLE OF CONTENTS

• The eReader Market Finally Takes Off
• Competitors Won't Cede The Market To Amazon
• eReaders Are About Books For Now, But That Will Change

RECOMMENDATIONS

• Publishers Should Actively Shape Their Own eReader Opportunity

WHAT IT MEANS

• The eReader Revolution Will Have A Far-Reaching Impact

ALTERNATIVE VIEW

• Device Convergence Could Shorten eReaders' Lifespan
• Related Research Documents

This is an excerpt

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