For years, people have been forecasting the death of the e-reader. Ever since more flashy, multi-function tablets became mainstream – prompted by the launch of Apple’s iPad in 2010 – black-and-white e-readers with their matt e-ink screens have come to be seen as poor relations.
. . . .
However, the e-books industry is a lucrative one. The publishing industry as a whole is valued at about $100 billion, and e-books acount for about $14.5 billion of that, with the number expected to reach over $22 billion by 2017.
While many of these e-books are read via apps on smartphones and tablets, there remains a core group of passionate book lovers which contines to champion e-readers, claiming that e-ink screens are easier to read in sunlight and are less likely to cause eye-strain than the LCD displays commonly used in tablets.
. . . .
Michael Tamblyn, president and chief content officer at Kobo, said that the company felt that it had tapped into “the summit of the reading market”.
“People who are especially passionate about a particular segment of media are willing to invest in the best possible experience of that media. So someone who is passionate about music will have invested in the best set of headphones they can possibly get,” he said.
“We look at Aura HD as being similar to that music fan who has just bought a £170 set of headphones. It’s a case of, here is this thing that I love more than anything else, how can I make sure it’s as good as it can possibly be?”
The latest figures from Ofcom show that Amazon has a dominant 79 per cent share of the e-book market in the UK. Apple’s ibookstore the second most-used e-book platform with 9 per cent market share, and Google’s search engine was the third most popular platform, used by 8 per cent of people. Kobo, offered through WHSmith, had only 5 per cent, while book chain Waterstones recorded only 3 per cent.
. . . .
“It’s certainly helped that we have one of the largest catalogues of e-books in the world, and have treated this whole endeavour as much more a challenge of bookselling than a challenge of technology,” he said.
“Our most valuable customers are people who read on both an e-ink device and on a third party device that they also own. The e-ink device is what they have by the bedside, but they’ll also pull a smartphone out when they’re waiting in a line at the bank, and open up an app that picks up at the same point that they set it down at home.”
Tamblyn said that he still lives by the maxim that most reading takes place in the five Bs – backyard, bus, bed, bath and beach.