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E Ink chairman sees sub-$100 eReaders on the horizon

Posted on Wednesday, August 11 2010 @ 19:08:36 CEST by

E Ink chairman Scott Liu expects sales of eBook reader devices will grow two- to threefold in the second half of this year due to increasing price competition. Liu expects the new Kindle without 3G will cause significant growth, and adds that some vendors will soon be able to provide sub-$100 eReaders.
Shipments for the 9.7-inch Kindle DX tripled when Amazon reduced the prices for the model to US$379 from the previous US$489, Liu noted, adding that worldwide e-book reader shipments are expected to exceed the previous forecast of 10 million units in 2010 due to vendors' price cuts.

Liu indicated that with the prices for e-book readers dropping significantly, players who only produce e-reading devices with no content support are coming under threats of being forced out of the market by the first-tier players such as Amazon and Barnes & Noble who will continue to dominate the market.



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