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CEA Predicts 16 Million E-Reader Market by 2014
Thursday, January 7, 2010
Steve Smith

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Bolstered by a wave of announced and rumored devices this week at its Consumer Electronics Show, the Consumer Electronics Association’s latest research predicts that the e-reader device market will double in 2010 and stay on that growth path over the next few years. Predicting a doubling of the market again by the end of 2012, the industry group sees a market of 16 million e-readers by 2014, Barron's tech analyst Eric Savitz estimates. While most vendors of e-readers, namely Amazon, kept exact sales figures under wraps, analysts have been estimating that more than 2 million readers were sold in 2009.

This week has already seen Hearst announce its Skiff device, and both Microsoft and HP are scheduled to roll out a tablet-like unit as well. Spring Designs has the Alex e-reader coming, and Plastic Logic was also slated to show its business-oriented QUE. A host of software announcements is coming this week from providers vying to be the platform that helps publishers translate printed matter to formats for portable devices.

Of course, even if the CEA projections turn out to be accurate, 16 million devices fragmented across multiple manufacturers and formats does not amount to a critical mass compared to other media. Smartphones, for instance, already capture 17% of the mobile phone market, with scores of them deployed and many more on the way. The iPhone and iPod Touch devices access tens of millions of people. Even a best-case scenario for e-readers will force publishers to make hard decisions about allocation of resources and investment.


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