Despite tablet threat, eReader shipments to reach 67 million by 2016, up from 25 million in 2011

eReader shipments will reach 67 million by 2016, nearly triple the 25 million
devices the company expects to reach the market in 2011.

While this is less than half the 55.2 million tablets that will be shipped this
year, the price of the market-leading Kindle has fallen significantly (from
$349 to $79) since it was launched, and electronic ink technology will ensure
that the device continues to carve out a niche for itself in the wireless
device ecosystem.

Amazon recently announced its first tablet device, which many thought might
signal a shift away from dedicated eReaders in its device strategy. However, in
tandem, it announced three new Kindle models, two of which include touchscreen
technology, borrowed from tablets, and now seen as a ‘must-have’ in mobile

“Amazon has done its homework: it knows there is not a one-size-fits-all
device that makes everyone happy. While the iPad 2 – which it sells – is a
premium tablet for Generation Y, Amazon has the wider market covered,”
said Report author Daniel Ashdown at Juniper Research.

Amazon’s new range of Kindles (priced from $79 to $149) offer a range of
options, and the Kindle Fire (priced at $199) offers a mass market alternative
to the iPad and others. Barnes & Noble – another leading eReader vendor –
is also covering its bases with the Nook Color, a touchscreen LCD eReader with
an app store.

Vendors are exploring hybrid displays which integrate both LCD and electronic
ink technology. While LCD is superior for high resolution video, electronic ink
provides a more comfortable reading experience and utilises less battery.

By Team

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