Although growing steadily in popularity and function, eBooks and eReaders have not yet reached critical mass. The platforms that we use to view them on have been evolving, and we now stand at a crossroads with 5 different directions of travel to choose from. Which will lead to the mainstream adoption of ebooks?
1. Amazon Kindle - sales of the Kindle have been impressive in the US (although unconfirmed), and it can now be ordered from the UK. It is also the most wished for item on Amazon. The Kindle 2 showed genuine progression in terms of functionality and it remains the main contender to become the iPod of the eBook world. With a catchier name than others (e.g. The Sony eBook Reader) and respected internet book giants Amazon as creators and sellers then it stands a good chance.
2. New Kids on the Block - some companies have come late to the game, allowing them to jump a step. Barns & Noble qualify with their new touchscreen Nook reader (although they are already getting sued) but a better example is CoolerBooks. Smaller companies retain the ability to be more agile in design and development will lead to better innovations, and therefore a path more likely to be travelled by the masses.
3. Mobile - why carry an ebook reader when you already have an iPhone at hand? The use of iPhone as an ebook platform has been increasing in two ways. One is through apps such as Stanza that effectively turn your iphone int a reader, letting you browse, download and read ebooks from a selection of over 100,000. The other is the Jamie Oliver route, where specific books are sold as iPhone apps in their own right, with additional video and voice content. Worth noting that Amazon have also released an app to read their proprietary book format on the iphone. Battery life and screen size remain reasons why this is unlikely to be adopted by the masses as a platform of choice.
4. Anywhere as a Platform - Google announced at the Frankfurt Book Fair this year that their ‘Google Editions’ ebook store will be launched early 2010 and will sell ebooks with no digital rights management attached. This means that ebooks become platform independent - you can read them on your PC, phone, Kindle or any reader. When Google step into any market it is significant, and these seems a well timed piece of the jigsaw puzzle that has taking shape for years with Google and their interest in books. Not surprisingly, a month or so later Amazon have announced a Windows application to allow you to read their ebooks on any PC (really covering all the bases now).
5. Not yet concieved - there is a good chance that the ebook platform of the future is still an unknown entity, an idea forming in the back of someone’s mind right now. The most obvious suspects are the unconfirmed (but widely known about) apple tablet or the Harry Potter style newspaper. The Apple tablet has the chance to combine the size and battery life of ereaders, with the flexibility of the various apps available, and the general functionality that Netbooks offer in internet, email and applications. Sounds good…
So which direction? I firmly believe that current ereaders are transitional technology - they exist to help move the mindset onto the concept of books being an electronic entity. This is why they are shaped like a book, come in covers that you can open and hold like a book, and some even have the graphic effects of page turning. Remember that the first MP3 players were the size and shape of walkmans - they could have been hexagonal but this wouldn’t have helped people make the jump! So that said, it seems hard to imagine that readers in their current format will still be here in 10 years - at some point people will find it needless to carry multiple pieces of technology that should be able to do the same thing. iPhones and the like are also not designed for purpose - too small and poor battery. They help sell the concept, but aren’t really workable.
So the answer has to be a combination of the final two - we’ll expect to read ebooks on whatever device we choose - and we expect the devices available to mature beyond eReaders and Netbooks. Agree?
