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Summary:

The introduction of e-book readers to challenge Amazon’s Kindle has brought new price competition to the market. The launch of Sony’s $199 Reader and Interead’s $249 Cool-er prompted Amazon to drop the price of its introductory-level Kindle 2 to $299 from $359 within months of its […]

ebookThe introduction of e-book readers to challenge Amazon’s Kindle has brought new price competition to the market. The launch of Sony’s $199 Reader and Interead’s $249 Cool-er prompted Amazon to drop the price of its introductory-level Kindle 2 to $299 from $359 within months of its debut. But prices still have a long way to go before e-book readers get beyond the early adopter demographic, according to a study released this week by Forrester Research.

Even among frequent readers with a household income above $75,000, current prices put e-book devices firmly in the expensive luxury category. Forrester’s survey of 4,700 online consumers in the U.S. found average consumers believe the value of e-book readers to be between $50 and $99, well below the cheapest reader on the market today. Only 14 percent of consumers said that prices of $199 or higher fall even within the “It’s expensive but I might consider it” range, according to Forrester.

“The maximum addressable market for e-readers as they are currently priced is substantial — but to reach the largest market possible, the prices will need to come way down,” Forrester analyst Sarah Rotman Epps wrote in a blog post about the report. “And even then, e-readers are never going to be as big a market as MP3 players, which 110 million U.S. consumers own.”

So how quickly will e-book reader prices come down? Probably not very. The most expensive component in an e-book reader is the electrophoretic electronic paper display (EPD) that gives the screen its ink-on-paper look. Most of the technology underlying EPDs is controlled by E-Ink, a spinoff of the MIT Media Lab that was acquired in June by Prime View International of Taiwan. Nearly all EPDs used in e-book readers today are made by E-Ink, including those in the Kindle, the Sony Reader, the Cool-er, and the Plastic Logic reader slated to launch next year. Most of the devices themselves are assembled on an OEM basis by Prime View. Beyond the display, most of the other components in an e-book reader, such as the battery, the NAND flash memory chips and processors, are off-the-shelf. While the cost of manufacturing EPDs will surely come down as volumes increase, prices aren’t likely to decrease substantially until someone besides E-Ink starts making them.

The one component in an e-reader where manufacturers have some cost flexibility is the wireless broadband module (GigaOM Pro, subscription required). The Cool-er and the low-end Sony Reader lack wireless modules, allowing the manufacturers to take some cost out of the finished good. But sacrificing the wireless module also means giving up one of the most attractive features of the Kindle and other high-end devices: the ability to download e-books directly from the device.

Asking consumers to pay the full price of an e-book reader is not necessarily the only model available to device makers, however. Plastic Logic, for instance, is looking to target enterprise buyers by tailoring its reader for business applications, much as Research In Motion targeted corporate buyers in the initial phase of BlackBerry sales. Today, most BlackBerrys are purchased by consumers.

Another option is for 3G wireless providers to subsidize the cost of e-book readers to consumers in exchange for extended service commitments, just as they do today with the mobile phones. Perhaps the best model for device makers, though, is to add functionality to e-book readers, such as support for subscription services, social networking and document annotation, which could add value even if prices can’t come down. If e-book readers can become more than single-purpose devices for reading the latest Stephen King novel, they may not need to break the $100 price barrier to catch on with consumers.

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  1. Why would I buy a e-reader if I can buy a Netbook for about the same price and I can do a lot more with it including reading the books? Sure it is not e-ink and so but for the price… uhmmm…

    1. Netbook screens are generally pretty crappy for serious reading. The target market for e-Readers are people who read enough to care about e-ink. That is not you, but it is millions of people.The biggest issue is not the cost of the reader, but the cost of books. An e-book should cost less than a paperback! Also, where’s the rental market for e-books. I just want to read most books, I don’t need to own itthem. A Netflix like service for e-books would be very compelling.

      1. I agree, I want to read books, but if I want to own one, I want the hard copy, mainly the classics. That’s why I borrow ebooks from the library. However, they don’t usually have the current best sellers. The new reader coming out at Barnes and Noble seems promising.

  2. Does anyone know how much Amazon pays to Sprint (or whoever) for a pseudo-lifetime wireless subscription?

    1. Amazon pays sprint usage charges. They do not pay a onetime fee. This is the MVNO model and is something along the lines of for 1TB of data through your network we will pay X dollars. This cost is amortized by the books sold. The web browsing is negligible and if it exceeds a limit, it will be blocked. The web browsing experience on the device is subpar anyway.

      Amazon may pay a one time setup fee per kindle etc. But that is negligible.

      The main reason the sprint plan hurts Amazon is the BOM cost of the wireless modem. If you remove that, it looks like the device could be cheaper.

  3. Link bucket: More on this whole Internet thing | Jay Small | Small Initiatives Friday, September 4, 2009

    [...] For e-book readers, the price is not right: Eight years ago, I was a product manager for the last generation of e-reader devices. I love this: Amazon still has them listed, and the SKU has old user comments such as this gem: "I really believe that this device, the RCA REB1100, represents the future of reading." You know what they use REB1100s for now? Newspaper carrier throw lists. [...]

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    [...] that’s less than half the price of current readers. Sony is now the value leader at $199 while the Amazon Kindle’s latest price cut gets it to [...]

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    [...] popular topic across a number of other podcasts and blogs.  Given the news this week that “The Price Isn’t Right for e-Book Readers Yet” and “YouTube is Challenging Netflix,” the topic of how people get their content [...]

  7. It’s not the price of the reader that bothers me, it’s the price of the books. The convenience factor of a Kindle is high, but so far, I’ve only said “I MUST READ THIS BOOK NOW!” just once. To get that third book in a trilogy immediately and be able to read it was great, but it’s the only e-book I’ve bought with the Kindle.

    (Lots of Project Gutenberg and other free material, but only one paid-for book.)

    Great device, but I don’t like paying so much for something I can’t lend out.

  8. I will buy one ebook reader if the prices come down… waiting for apple to release some good stuff.

  9. I am waiting for the e-readers to come down in price (125 is my target price) because many of the books I read are from very small presses and I can actually buy them (e-books) for considerably less than the paperback versions of the same title. It would only take about ten books to pay for the reader at that point. Also, being able to read .pdf’s and .doc files is a must on whatever format I choose.

  10. So far I have found one for $170.00, the Aluratek’s Libre 5″ eBook Reader Pro with 2GB SD Card/100 eBooks. It looks promising. It doesn’t have any wireless but since I don’t need it, this one looks like a good deal.

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