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Types of electronic readers
- Readers with TFT displays
- Readers based on screens of "electronic ink" e-Ink
The market in Russia
2015 (forecast)
By 2015 growth rates of the market of e-books can be 40%, - these researches of the marketing agency Step by Step which is carried out in September of this year are like that. From the moment of the origin the Russian market of "eReaders" actively develops. Even during the economic crisis when the general sales of electronics fell, the market of e-book readers showed excellent results.
2012
The IDC company summed up the results of a research of the Russian market of devices for reading e-books (readers). According to IDC Quarterly Tablet & eReader Tracker, in the third quarter 2012 to Russia about 574 thousand devices of this type are delivered. In comparison with the same period of 2011 the market of readers grew by 83%. The championship in supply rate was occupied by Wexler company.
2011
In 2011 twice more readers, than in previous year, and practically by 4 times in comparison with 2009 (a research of the marketing agency Step by Step) First of all were sold, it is connected with the fact that only a small part of potential consumers purchased the device, and permanent reduction in cost of products only promotes increase in demand for devices. Already now the vast majority of TFT readers are located in the price range of 3-6 thousand rubles, and devices with screens on liquid ink generally are on sale in a segment of 7-12 thousand rubles. For half a year from January to June, 2011 Euroset sold 14.8 times more readers, than for the same period of last year (+1379%). In seven months 2011 the retailer sold readers more, than for all 2010, she adds. In terms of money sales of these devices grew in the first half of the year 2011 besides to the period of 2010 by 5 times (+410%)[1].
Does not open absolute digits of sales of readers in the Euroset shops, but shares market assessment in general: in the first half of 2011 to Russia 658,000 of these devices were delivered (438% more, than in the first half of the year 2010), and in terms of money the market grew approximately from 1.2 billion to 3 billion rubles. For comparison: tablet computers in the first half of the year 2010 in Russia it was sold, according to Smartmarketing, about 200,000.
Demand growth on readers was promoted by fast reduction of prices of them, Smolskaya considers. If in the I quarter 2009 (when readers only appeared in the Russian retail) such device cost an average of 13,500 rub, then now — 4500 rub, she says. Triple reduction in cost — the investigation of emergence of e-books with TFT screens (LCD displays on thinfilm transistors) and gains of the competition between producers, Smolskaya considers: in the I quarter 2009 all market products of two-three producers, and now their created not less than 20.
Sold "Video m" in the first half of 2010 3000 readers, and in January — June, 2011 — 50,000, the representative of network Anton Panteleev says. During 2010 the average price of the device decreased from 11,700 to 7350 rub, and now readers monthly become cheaper for 5-7%, he notes.
In Svyaznoy, according to his representative, readers are on sale since February, 2008. In the first half of the year 2011 this network sold 17,200 such devices — 23 times more, than for the same period of 2010, and in terms of money growth was more than 11 times.
Euroset overestimates growth rates of sales of "eReaders", the director of the Russian representative office of PocketBook (the Ukrainian producer of readers) Evgeny Militsa considers. According to him, in the first half of 2011 the Russian market of readers grew in comparison with the same period of 2010 approximately by 300%. But the potential of growth of this market in Russia is huge, Militsa does not doubt: now no more than 1% of Russians whereas in the USA where about 15 million readers a year are on sale, the level of their use reaches 7-8% of the population use these devices.
The growing popularity of e-books so far noticeably does not affect volumes of the edition of traditional literature.
2010
The analytical SmartMarketing group announces the main results of a research of the Russian market of e-book readers (e-book readers, EBR) for 2010.
Total sales of EBR devices in the Russian market were 539 thousand pieces (taking into account all types and categories, including eReaders with screens based on "electronic ink" e-Ink and LCD technology) that is 285% more than the corresponding indicator of 2009 (189 thousand pieces).
In 2010 in the market of e-book readers the new commodity subgroup — "readers" with TFT displays to which share at the end of year 11.26% (61 thousand pieces), a share of devices based on e Ink screens — 88.74% (479 thousand pieces) 2 fall was created. The market leader, PocketBook company, saved the positions (40.35% of the market in general), despite considerable aggravation of a competitive situation in a segment.
"The main outcome of 2010 — the market of EBR grows and develops. This segment passed a phase of "set of players" and entered a structurization phase. At the same time its development goes the rates advancing expectations. Sales of "eReaders" in 2010 made more than half a million pieces that is almost three times more, than in 2009 — Svetlana Zavyalova, the marketing manager of SmartMarketing noted — Alignment of forces and positions of the main players in 2010 did not change, however stagnation is not expected — the prices fall, technologies develop. And the idea of reading e-books becomes more and more popular, urged on by growth of the market not only "readers", but also tablets".
In the second half of 2010 there was "rebirth" of commodity subgroup "readers with TFT displays". Such devices existed also before (1997-2007; Rocket eBook, Cybook, Ectaco jetboi other), however at that time did not gain big distribution.
In 2010 "readers" with (already color) LCD screens found popularity again in spite of the fact that are deprived of main advantages of devices based on e Ink — the screen, comfortable for sight, a progressive tense of work from one charging, preserving of quality of the picture at big a viewing angle, a possibility of reading at direct solar lighting. At the same time, their strength — lower prices. On average, LCD models (the average price for the end of 2010 - about 4 thousand rubles) are approximately one third cheaper than classical model with e Ink (the average price for the end of 2010 — about 7.5 thousand rubles). Also attempts to integrate advantages of e Ink screens and traditional LCD matrixes therefore hybrid devices, such as Highscreen Alex appear continue (it is equipped with two screens, e Ink and TFT at once).
Market leaders
The second half of 2010 was also marked by an active exit in this segment of new brands (the corresponding announcements became the companies from the middle of 2010, but suppliers needed time for adaptation and bringing devices to the level of a commercial product).
Quarter dynamics of market development by commodity structure for 2010 remained high. In comparison with sales volumes of the first quarter, sales in the II quarter increased almost by one and a half times (147%, from 59 thousand pieces to 86.6 thousand pieces), the third and fourth quarters in relation to the first made 247% and 412% (145.7 thousand pieces in the III quarter 2010 and 243 thousand pieces in the IV quarter 2010, respectively).
The list of players of the market for 2010 underwent serious changes: if for the beginning of year of participants there were, in effect, three: PocketBook with nearly half (43%) of the market, lBook and Sony (this three covered 86% of the market), for the end of 2010 in a segment works about 30 vendors. At the same time the leader of 2009, the brand of PocketBook, managed to save a market share, at the end of 2010 it occupies about 40% of the market of EBR.
It should be noted that deliveries of world hits of the market of EBR of production of Sony, Amazon and Barnes & Noble still occur generally on unofficial channels. Among local players the companies specializing in distribution of electronics which brings to the market the same products under private brands (private labels) prevail: Digma, Prestigio, Explay, Nexx, Onyx, Lexand, Mr. Book, etc. Often these devices from the technical point of view are often almost identical, are only offered on different channels and with different brands.
Top ten of the market of "eReaders" with e Ink screens at the end of 2010 (are listed on decrease of shares):
8. ONEXT (2,83%)
9. Qumo (2,72%)
10. NEXX (1,92%)
The index of market concentration shows the significant fluctuations reflecting activity of vendors: 0.184519 for the whole year, 0.232235 in the I quarter 2010, 0.212588 in the II quarter 2010, 0.203504 in the III quarter 2010, 0.151019 in the IV quarter 2010. The general results are affected by presence of one powerful player; if to exclude influence of the brand of PocketBook, then the competition between other players appears sharper.
Top ten of the market of "eReaders" in general (both e Ink, and TFT readers) at the end of 2010 (are listed on decrease of shares):
3. ONYX (5,56%)
6. Digma (4,84%)
7. Wexler (4,26%)
8. iriver (3,1%)
9. ONEXT (2,51%)
10. Qumo (2,41%)
The index of market concentration also shows significant fluctuations (and insignificant influence of a segment of TFT devices): 0.184325 for the whole year, 0.231578 in the I quarter 2009, 0.211209 in the II quarter 2009, 0.224362 in the III quarter 2009, 0.151926 in the IV quarter 2009.
By technology features It should be noted that during 2010 models with the 6-inch screen and with a resolution of 800x600 dominated (the vast majority of readers of 2010). The popularity of devices with touch screens and Wi-Fi grows, the niche of 9-inch readers increases.
Among the most current trends in a segment of EBR it is also necessary to call "readers" with touch displays that considerably simplifies control of the device. Gain popularity of connected-model, equipped with the built-in adapters of wireless access. This trend is especially important as it gives the grounds to predict development of a segment of book Web services. Still attempts to create the "eReader" integrated with bookstore (such as Galaxy OZONE, Aymobilko, Highscreen Alex, etc.) were not too successful. Somewhat connected-models of PocketBook on which the client of own shop of BookLand company is established became an exception. At the same time, success of PocketBook services is caused not so much by the "content" service as such, how many the general popularity of the brand in the market.
Comparison with paper books on perception of information
E-books considerably are inferior to the printing fellows - Harold Freeman, the American psychologist and the researcher in the field of a neurolinguistic programming claims. The scientist not only watched the general trends of reading books, but also conducted own research which included 50 volunteers. Different options of obtaining book information were offered them and also the certain conditions characteristic of society not only the USA, but also a number of the countries of Europe, including Russia were modelled.
So, all of us know that today multi-day work of the writer can be received in several ways: purchase the book in the market or in shop, take the book in rolling, find the book in library and download free of charge the book from the Internet. However, it is not always free of charge possible to download, and to here purchase the e-book is please. Besides, we will not forget that now for popular editions the audiobook containing the same information, but in other format is in most cases created.
Thus, it turns out that conditions of extraction of contents of the book are significantly broken a set. Harold Freeman, being a specialist in the field of NLP, recorded a curious thing. It appears, e-books which seem convenient and optimal for reading have even no 60% of efficiency of the normal printing book. The matter is that when reading the e-book of people looks at the monitor screen. At the same time it is affected by the mass of the minor factors interfering with high-quality perception of information. It is a browser cover, screen intensity, system sounds and also use of control devices – mice and keyboards. And if you are also connected to the Internet, then foreign factors will be at least twice more. As a result of all these features reading e-books has a low performance that especially affects at educational and scientific activity. Therefore, for example, to students Harold Freeman recommends to use normal books, but not in libraries, and in a quiet house situation or outdoors.
Concerning audiobooks the scientist received dual result. On the one hand, the studied group showed the excellent level of memorability, with another – brevity of this result. Later a small period examinees hardly reproduced specific sites of the audiobook, at the same time many issued not existing information created by exclusively own imagination. Considering these and many other factors, Freeman came to a conclusion that audiobooks are a magnificent tool, but only for operational preparation.
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Notes
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