| A recent survey by comScore shows that there | | | | well. At the CES convention back in January, a |
| are as much people who are aware of the iPad | | | | number of display makers showcased low-power |
| as those who are aware of the Kindle. When the | | | | color displays for ereaders. The next generation |
| same 2000 online consumers were asked what | | | | of ereaders will answer popular demand for color |
| they would like to purchase over the next 3 | | | | screens. |
| months, 15 percent said they want the iPad. Only | | | | 5. Software. Ebook readers will have better user |
| 14 percent voted for the Kindle. | | | | interface and full/better web browser. Some will |
| Feeling less warmth than it used to receive, | | | | add native PDF support. |
| ebook readers are rushing improvements to | | | | Apps such as folder support and calculator can |
| remain in the game. Amazon, for one, announced | | | | also enhance ereader experience. Some will open |
| it is launching an Apps Store. Some, like Sony, are | | | | their device to third-party application developers |
| dropping prices. | | | | to bring in more features. |
| The birth of the iPad seems to a boon for | | | | 6. Ebook selection. Sony, Amazon, and Barnes & |
| ereaders after all. | | | | Nobles should increase the number of ebooks in |
| Here are the top 6 areas where we will likely see | | | | their store and make prices even more attractive. |
| improvements: | | | | The Bottom Line |
| 1. Price. Most eReaders cost about $250 to $300. | | | | The iPad is not going to "kill" the eReaders. |
| The cheapest ones are currently priced at $150 - | | | | Instead, it will spur eReaders to push product |
| $199. Pushing the price down will help make | | | | improvements at a faster pace. As comScore |
| ereaders accessible to more consumers. Low | | | | executive VP Serge Matta noted, the iPad will |
| prices will keep the niche device alive, especially if | | | | negatively impact sales of ebook readers. If |
| tablets are priced around $500 or more. | | | | ereaders can make various improvements in |
| 2. Screen display. eInk is arguably the best | | | | digital reading technology, they may be able to |
| feature of ebook readers. eInk has set the | | | | maintain their competitive edge. In fact, many |
| standard in clarity, readability, and power | | | | analysts foresee ebook readers co-existing side |
| efficiency in display technology. Still, there are still | | | | by side with the iPad and other tablets. |
| a number of things to be desired. eInk screens | | | | "In the short term, every company is likely to |
| have poor contrast, and their refresh rate | | | | have two lines of products," said Robert Brunner |
| definitely needs to be amped up. | | | | of the ereader design group Ammunition. |
| A flexible, unbreakable screen can also add value | | | | Think of this system as something parallel to |
| to ereaders. Ereader makers may also shift to | | | | hardcovers and paper backs. For people who |
| screens based on metal foil, making the screen of | | | | value presentation, the more expensive |
| the next generation of ereaders more lightweight. | | | | hardcovers quite fulfill their need. For those who |
| 3. Touchscreen. Ditch the physical keyboard and | | | | place no value on book cover, paperback editions |
| go all in for touch responsive display and virtual | | | | offer the same content without the hefty price |
| keyboard. Touchscreens make better interface, | | | | of hardcovers. |
| and they help give ereaders a sexier, more | | | | In the digital world, tablets with their full features |
| elegant look. They will give ereaders more worth | | | | and $500 price tags are for people who value |
| in the eyes of consumers. | | | | multiple features and entertainment options. The |
| 4. Color. eInk screens are great for reading books | | | | more affordable eInk readers are for those who |
| but don't translate newspapers and magazines | | | | want a simple yet dedicated ereader. |