(Graphics courtesy of MCTCampus.com)

Surviving the E-Reader rush

By: Adam Kochanowicz

Posted: 3/9/10

Have you spotted those funny-looking plastic toys students have been reading on campus? Students have recently been taking advantage of the library's Kindle-renting program (including netbooks, digital cameras and laptops) thereby experiencing a possible sequel to the iPod craze--E-reading.

E-readers, small electronics with digital versions of books, newspapers and magazines, are actually nothing new. The first major book digitizing experiment began in 1971 with Michael S. Hart's Project Gutenberg, still active today. In 1993 the first piece of software was developed specifically for reading "E-books" called Digital Book v.1. As early as 1998, the first commercially available E-readers released were the Rocket Ebook and the SoftBook Reader which downloaded books as HTML pages via a dial-up Internet jack.

However, it wasn't until 2007 that Amazon's Kindle first really made an impact on initiating the E-reader market.

Today, other manufacturers are scrambling to claim their share of this new demand. Most notable are the Barnes & Noble Nook and the recently announced Apple iPad. Less popular readers are the Sony Reader and new concepts including a thin, flexible E-reader debuted at this year's Consumer Electronics Show. The appeal of the Kindle and, consequentially, E-reading in general began with several factors. The Kindle was successful not only because it was backed by one of the largest online retailers, but because the whole experience was simple and familiar.

Instead of clicking the hardcover or paperback format on Amazon's Web site, simply choose the Kindle edition and the book appears on your Kindle in about a minute. Also, Amazon was the first, not to use, but to champion using E-ink technology. E-ink screens are very different from traditional LCD screens in that they need no backlighting. In fact, E-ink uses little to no power unless something on the screen is changing. This is made possible by electronically "floating" ink up to the surface, or "sinking" away the text like an Etch-a-Sketch. This dramatic conservation of energy allows consumers to read for weeks at a time on a single charge.

The Barnes & Noble Nook could have been a Kindle-killer if it weren't for a supply crisis causing them to fail in meeting last year's holiday demand. The Nook is much like the Kindle in looks and E-ink employment but also has a smaller LCD touch screen at the bottom of the device for stylish navigation.

The Kindle's reign is threatened by the Nook's promise of free 3G wireless Internet for life. This promise is also made by Sony for their Daily Edition Reader. The Apple iPad, not to be confused with "iPod," is still a mystery to tech analysts in how it will change the game. The new tablet mobile device was unveiled late January but will not be available to consumers until late March (for the wireless only versions) or late April (for the 3G+wireless versions.)

While the iPad is essentially an iPod Touch with a 9.7 inch screen, Apple definitely woke up Amazon with their announcement of iBooks, a sort of iTunes for books instead of music. On the other hand, many have criticized the idea of reading books on the iPad due to the device's high 3G service prices (compared to "free") and most notably, the iPad's eye-straining backlit LCD screen.

Recent reports have revealed Amazon has bought the touch screen technology company Toucho and have suggested the online retailer is working on a color, video-capable, touch screen Kindle. My take on this E-reader war is that simple and cheap will reign. That is not to say, however, that the iPad will not do well. In fact, I expect the device to succeed where other Apple devices have succeeded before: conquering the niche.

There are plenty of consumers who don't mind a backlit screen. Many already do most of their reading on their computer screens anyway. Publishers are already hard at work developing iPad-formatted versions of their magazines and textbook companies already have applications under development for bringing school textbooks to the tablet (a big seller for me).

The iPad is already leading the way in delivering digital, rich, vibrant content to consumers, and it hasn't even come out yet. The Amazon Kindle and B&N Nook will also continue to do well, but they have no choice but to adapt. My suggestion for consumers looking to get an E-reader is simple. Wait. The technology is evolving and competing so quickly at the moment, you're likely to acquire technology that will quickly become outdated. Amazon, Apple and maybe even Barnes & Noble likely have successors to their devices already lined up.