The first eReaders were released in 1998: NuroMedia launched the Rocket and SoftBook released the Softbook reader. The somewhat basic design allowed the user to read an eBook in its simplest form – namely black text on a light background. Both readers also included a built-in dictionary. Holding approximately 10 books, the devices were the same size as the popular paper-back format, but much thicker than subsequent eReaders and with minimal functionality. [1]

14 years on, eBooks and other devices that support eReaders have significantly evolved and are changing the way we consume books.

With the abundance of devices, from the Amazon Kindle to the Tablet PC, the eBook is now available in many formats. The volume and range of devices have made eBooks more accessible and consequently, reading habits have not only changed but we are reading more. Questions we asked in our omnibus survey support this, revealing 29% of all online adults[2] believe their reading has increased in the previous 18 months, and will continue to increase in the next 18 months.

When Apple launched the iPad in 2010, tablet PC’s emerged as a revolutionary consumer gadget; by 2011 the tablet market was worth US$35.3 billion (£22.5 billion)[1]. The iPad remains dominant in this market, with other tablets such as BlackBerry PlayBook, Samsung Galaxy Tab, HP Touchpad, and Motorola Xoom entering the market with varying degrees of success. There’s no doubt the tablet has become a sought after consumer product, and many expected them to take the enterprise market by storm and become a valuable business tool…but has this actually happened? And if not, why not?

Tablets remain a ‘third’ device

The timing would seem perfect for tablets. An increasingly mobile workforce requires cutting-edge devices to enable them to both work remotely and productively anywhere, at any time, and to serve the needs of their personal lives. Tablets look well positioned to provide exactly that, and yet usage hasn’t spread as quickly through the business world as it has for consumers. But why?

With sales of printed newspapers in decline and widespread expectation of free news online, publishers need a radical change of strategy in the way they deliver content, to win back the public’s wallets. News site paywalls are currently testing the most straightforward route, offering users unique and diverse content in exchange for a subscription fee, in a bid to effectively monetise a loyal digital audience. The question is, will tablets – bringing with them a richer, and more engaging user experience – be the bridge that turns the trickle of paying digital news readers into a flood?

Despite a deluge of new device offerings, tablet PCs look unlikely to become mass market this year, meaning individual manufacturers will have to strongly differentiate their products to grab the limited share of the market available. Apple still dominates in consumer minds, but Samsung, Blackberry and other Android devices look set to offer a compelling challenge.

 

As expected, February’s Mobile World Congress in Barcelona and the CES show in January revealed a surge of new tablet offerings from the major hardware manufacturers, all vying to compete with the success of the ubiquitous Apple iPad.

But while the tablet market is clearly in ascendancy, at present it is still very much nascent and we are unlikely to see the same growth this year as we expect from other categories, such as Smartphones.[i]

2011 tablet market likely to remain niche

High levels of consideration for competitor tablets suggest Apple won’t have it all their own way in 2011 but they’ll be thankful for the competition in the long run.

A recent article in The Guardian [1] posited that one of the best things that could happen to Apple to ensure continued success of the iPad was for competitors to launch tablet computers, and for these products to enjoy moderate levels of success. As happened with the iPod many moons ago, the thinking here is that a batch of serious rival devices would help cement tablets as a ‘legitimate’ category in consumers’ minds, encouraging continued sales and crucially allowing Apple to progressively refine and release further iterations of their hardware. (Although the impressive sales of the iPad so far would suggest this won’t be an issue.)

Expect to see a vibrant and competitive tablet PC market over the next 12 months as Apple sell 2 million iPads globally in less than 60 days.

Apple certainly knows how to get the media and public excited about their latest creation, the iPad. Everyone is talking about the iPad and tablet PCs and this is not just tech press but also mainstream news bulletins. Apple is extremely proficient at sparking people’s imagination around all the creative ways their products, iPhone and iPad, can be used. Apple’s famous strapline for the iPhone was “there’s an app for that” which creates a powerful perception that anything is possible, and the same applies on the iPad.

The mainstream consumer generally opts for a device that integrates lots of functionality. If the ‘third device’ with greater functionality does take off, eBook readers will, more than likely, become a niche product.

I love the idea of an eBook reader especially one with an ‘always on’ 3G connection. The battery life is superb, lasting in many cases well over a week and the e-ink screens are almost essential for prolonged spells of reading. I like the idea of receiving my favourite newspaper and other magazine subscriptions directly to a device all ready for my morning commute.

However, my desire to own an eBook reader is not driven by a personal urge to carry around a library of novels.  It is actually for business purposes. I could make better use of my commute by catching up on the news and reviewing work documents. Indeed, having access to meeting documents or presentations on an eBook reader whilst travelling to a meeting would be highly convenient.