The e-Book Reader and Tablet Market Report

Table of Contents
1	Executive Summary	14
1.1.	Report Methodology	14
1.2.	Technology Summary	15
1.2.1.	Display Overview	15
1.3.	Market Summary	16
1.3.1.	Market Overview	16
1.3.2.	Markets and Players	17
1.4.	Forecast	18
1.4.1.	EBR Unit Forecast	18
1.4.2.	EBR Revenue Forecast	19
2	Segmentation Analysis	19
2.1.	Introduction	19
2.2.	Product Landscape	20
2.3.	Product List	22
2.4.	Device Features and Profiles	34
2.5.	Use Mode Analysis	37
2.5.1.	Dedicated vs. Convergence Use Model	37
2.5.2.	Consumer Use Modes	41
2.5.3.	Impact of Different Use Modes	43
2.6.	Market Development Analysis	45
2.7.	Publishing Industry Analysis	47
2.8.	Device Segmentation	49
2.9.	Market Segmentation	51
2.10.	SWOT Analysis	52
3	Forecast Analysis	58
3.1.	Methodology and Assumptions	58
3.1.1.	Total Available Market and Penetration Models	59
3.1.2.	Consumer Expectations Analysis	63
3.2.	Price Analysis	65
3.2.1.	EBR Price Development	65
3.2.2.	EBR Market Pricing	65
3.2.3.	Overall Price Evaluation	67
3.2.4.	Tablet Pricing	70
4	Market Segment Forecasts	71
4.1.	General Purpose e-Books	71
4.1.1.	Market Development and TAM Analysis	71
4.1.2.	The Impact of the Publishers and Resellers	74
4.1.3.	Consumer Expectation Analysis	77
4.1.4.	Forecast & Discussion	79
4.2.	e-Newspapers	81
4.2.1.	Market Development and TAM Analysis	81
4.2.2.	Consumer Expectations Analysis	86
4.2.3.	Forecast & Discussion	88
4.3.	e-Magazines	89
4.3.1.	Market Development and TAM Analysis	89
4.3.2.	Consumer Expectations Analysis	91
4.4.	e-Textbooks	93
4.4.1.	Market Development and TAM Analysis	93
4.4.2.	Consumer Needs Analysis	96
4.4.3.	Forecast & Discussion	98
4.5.	e-Professional Reference Books	99
4.5.1.	Market Development and TAM Analysis	99
4.5.2.	Consumer Expectations Analysis	101
4.5.3.	Forecast and Discussion	103
4.6.	Tablet	104
4.6.1.	Tablet Definition and Use Model Discussion	104
4.6.2.	Market Development and TAM Analysis	107
4.6.3.	Consumer Expectations Analysis	108
4.6.4.	Forecast and Discussion	111
4.7.	Summary	114
4.7.1.	Total Unit Sales Summary	114
4.7.2.	Breakdown by Color and B&W	116
4.7.3.	Breakdown by Display Size	117
4.7.4.	Sales Value	119
5	Key Display Technology and Market Players	122
5.1.	Transmissive LCDs	122
5.2.	Transflective LCDs	123
5.2.1.	Pixel Qi	123
5.3.	Reflective BiStable LCDs	124
5.3.1.	Nemoptic	124
5.3.2.	ZBD Displays, Limited	128
5.3.3.	Kent Displays	132
5.3.4.	ITRI	134
5.4.	Moving Particles in Liquid	136
5.4.1.	E Ink/PVI	137
5.4.2.	SiPix Imaging/AUO	140
5.5.	Moving Particles in Air	144
5.5.1.	Bridgestone	144
5.6.	Electrowetting	147
5.6.1.	Liquavista	147
5.7.	MEMS	151
5.7.1.	Qualcomm MEMS Technologies	151
5.8.	Electrophoretic Value Add Partners	155
5.8.1.	Wistron/Polymer Vision	155
5.8.2.	Plastic Logic	157
5.8.3.	LG Display	160
5.8.4.	Seiko Epson	162
5.8.5.	Hewlett Packard	164
5.9.	Summary of Key Player Approaches	167
6	Other Display Players	169
6.1.	Moving Particles in a Liquid	169
6.1.1.	CLEAR Display	169
6.2.	Moving Particles in Air	171
6.2.1.	Annulex	171
6.3.	Electrowetting	172
6.3.1.	ADT GmbH	172
6.3.2.	PVI/ITRI	173
6.4.	Electrochromic	174
6.4.1.	Aveso	174
6.4.2.	Ajjer	176
6.4.3.	Acreo/Soligie	176
6.4.4.	Funai Electric	177
6.4.5.	Konica Minolta	178
6.4.6.	NTERA	178
6.4.7.	Samsung Advanced Institute of Technology	180
6.4.8.	Siemens/PolyIC	180
6.5.	Photoconductors	181
6.5.1.	Fuji Xerox	181
6.6.	Photonic Crystals	182
6.6.1.	Opalux	182
6.7.	Piezoelectric Interference	185
6.7.1.	Fuji Photo Film	185
6.8.	Other Players Summary	187
7	Appendix of Tablet Products Specs	189
Table of Figures
Figure 1: EBR and e-Tablet Report Methodology		14
Figure 2: Worldwide Unit Sales Forecast		18
Figure 3: Worldwide US $ Sales Forecast		19
Figure 4: Flowchart of Segmentation Analysis		20
Figure 5: Product Landscape of Tablet and EBR Devices		20
Figure 6: Features and Device Profiles		35
Figure 7: Mobility vs. Performance Landscape of Electronic Consumer Devices		37
Figure 8: Performance vs. Price Landscape of Personal Electronic Devices		38
Figure 9: Historical Use of Dedicated Devices		39
Figure 10: The Emergence of the Convergence Device		40
Figure 11: Use Modes for Consumer Electronic Devices		42
Figure 12: Multifunction Device Segmentation		50
Figure 13: EBR Dedicated Reader Device Segmentation		51
Figure 14: SWOT Analysis for the Dedicated EBR		54
Figure 15: SWOT Analysis for the Tablet		55
Figure 16: SWOT Analysis for the Smartphone		56
Figure 17: SWOT Analysis for the Netbook		57
Figure 18: Market Forecast Analysis Methodology		58
Figure 19: CE Market Penetration Curves based on US Data		61
Figure 20: Consumer Expectations Evaluation Chart Explanation		64
Figure 21: Average EBR Price by Size		65
Figure 22: Market Pricing for 6" EBR Devices		66
Figure 23: 5" EBR Touchscreen Premium		67
Figure 24: 6" EBR Touchscreen Premium		68
Figure 25: 6" EBR WiFi Premium		69
Figure 26: 6" EBR 3G Premium		70
Figure 27: Historic USA Literacy Reading Rates		71
Figure 28: European Reading Participation Rate		72
Figure 29: People in the USA by Number of Books Read per Year		73
Figure 30: Worldwide Adjusted Tam for e-book Use		74
Figure 31: Price Point Development in Amazon Kindle Store in 2010		76
Figure 32: US Wholesale Value of e-Books from trade Publishers		77
Figure 33: Consumer Expectation Analysis for the e-Book Segment 2010		78
Figure 34: Consumer Expectation Analysis for the e-Book Segment 2014		79
Figure 35: Forecast for the e-Book Segment		80
Figure 36: Development of the US Newspaper Circulation since 1945		81
Figure 37: Development of the Worldwide Newspaper Circulation		82
Figure 38: 2006-2007 Worldwide Regional Newspaper Circulation		83
Figure 39: Unique US Newspaper Website Visits		83
Figure 40: Adjusted TAM for the e-Newspaper Segment		84
Figure 41: Cost Comparison of Newspaper Subscription in the US		85
Figure 42: Consumer Expectation Analysis for the e-Newspaper Segment 2010		87
Figure 43: Consumer Expectation Analysis for the e-Newspaper Segment 2014		87
Figure 44: Forecast for the e-Newspaper Segment		88
Figure 45: US Magazine Circulation		90
Figure 46: Monthly Subscription Cost of US Magazines		91
Figure 47: Consumer Expectation Analysis for the e-Magazine Segment 2010		92
Figure 48: Consumer Expectation Analysis for the e-Magazine Segment 2014		93
Figure 49: Worldwide Student Population Forecast		94
Figure 50: Adjusted TAM for the e-Textbook Segment		94
Figure 51: Consumer Expectation Analysis for the e-Textbook Segment 2010		97
Figure 52: Consumer Expectation Analysis for the e-Textbook Segment 2014		97
Figure 53: Forecast for the e-Textbook Segment		98
Figure 54: Adjusted TAM for the e-Reference Book Segment		100
Figure 55: Consumer Expectation Analysis for the e-Reference Book Segment 2010		102
Figure 56: Consumer Expectation Analysis for the e-Reference Book Segment 2014		102
Figure 57: Forecast for the e-Reference Book Segment		103
Figure 58: Adjusted TAM for the Tablet Segment		107
Figure 59: Consumer Expectation Analysis for the Tablet Segment 2010		110
Figure 60: Consumer Expectation Analysis for the Tablet Segment 2014		110
Figure 61: Fast Penetration Curve for Tablets based on Netbook Penetration		111
Figure 62: Forecast for the Tablet Segment		112
Figure 63: Combined Worldwide Lower Forecast		115
Figure 64: Combined Worldwide Expected Forecast		115
Figure 65: Combined Worldwide Upper Forecast		116
Figure 66: Distribution by Monochrome or Color		117
Figure 67: Display Size Distribution for the Expected Forecast		118
Figure 68: Expected Segment Price Development		120
Figure 69: Worldwide $-Sales Forecast		120
Figure 70: How BiNem Works		125
Figure 71: Steep Falling Edge: Twisted State		125
Figure 72: Smooth Falling Edge: Uniform State		126
Figure 73: BiNem Grayscales		126
Figure 74: BiNem Combined Grayscales and Color		127
Figure 75: Cross Section of a Zenithal Bistable LCD		130
Figure 76: Phase Shifting the Gratings Anchors Defects at the Top and Bottom of the Grooves as in (b) Below		130
Figure 77: (a) High Tilt -Black State		131
Figure 78: (b) Low Tilt White State ('Defect' State)		131
Figure 79: Cross Section of ChLCD		133
Figure 80: Cross section of ITRI's dual-stack RGB chLCD		136
Figure 81: ITRI's Latest Demonstration of a Flexible CH LCD Display		136
Figure 82: Cross Section of Electronic-Ink Microcapsules		138
Figure 83: Cross Section of the SiPix Display		141
Figure 84: SiPix Microcups		142
Figure 85: SiPix's full color using in-plane switching		142
Figure 86: Bridgestone Display in Cross Section Showing Operating Principle		145
Figure 87: Fabrication of Bridgestone Display		145
Figure 88: Rib Structure for Containing Particles in Bridgestone Display		146
Figure 89: Cross Section of EW Display and its Operation		149
Figure 90: Full Color Using Triple Layers of Cyan, Magenta and Yellow		149
Figure 91: Full Color EWD Using Double Substrates and Color Filter		150
Figure 92: Illustration of Qualcomm's 'Mirasol' Technology		152
Figure 93: Operation of Qualcomm Display		153
Figure 94: Cross Section of Polymer Vision Backplane		156
Figure 95: Simplicity of Printable Processing at Room Temperature		159
Figure 96: LG Display's Gate-in-Panel Structure		160
Figure 97: HP's Luminescent Reflective Color Approach		165
Figure 98: HP's Luminescent Color Chart		166
Figure 99: Cross Section of the CLEAR Display		170
Figure 100: Droplet Moving Through Constriction		172
Figure 101: Colored droplets move from covered reservoir R to a visible reservoir V. Stacked		173
Figure 102: Cross Section of an Aveso Display		175
Figure 103: Acreo Electrochromic Display		177
Figure 104: NTERA uses a vertical stack of electrochromic cyan, magenta and yellow as subtractive inks		180
Figure 105: Cross-Section of a Photo-Addressable Electronic Paper from Fuji Xerox		182
Figure 106: P-ink Technology		184
Figure 107: Elastink Technology		184
Figure 108: Opalux Varies Colors by Voltage		185
Figure 109: Cross Section of Fuji Film Display		186
Table of Tables
Table 1: Market Composition		17
Table 2: EBR Product List		24
Table 3: Tablet Product List		27
Table 4: Announced Tablet Devices		30
Table 5: EBR Device Segments vs. Market Segments		52
Table 6: Device Performance Potential for Various Device Types		53
Table 7: Market Segmentation and Adjusted TAM		60
Table 8: Comparison of EBR Features with other CE Products		61
Table 9: Adjusted TAM vs. Electronic Devices		62
Table 10: Consumer Expectations Analysis Parameters for the e-Book		78
Table 11: Consumer Expectations Analysis Parameters for the e-Newspaper		86
Table 12: Needs Analysis Parameter for the e-Magazine		91
Table 13: Needs Analysis Parameter for the e-Textbook		96
Table 14: US Population by Service Relevant Occupation (2006)		100
Table 15: Consumer Expectations Analysis Parameters for the e-Reference Book		101
Table 16: Consumer Expectations Analysis Parameters for the Tablet		108
Table 17: Percentage of Devices using Color Displays		116
Table 18: Estimated Weighted Average Price Development of Devices		119
Table 19: Aluratek		189
Table 20: Amazon		191
Table 21: Astak		194
Table 22: Augen		196
Table 23: Azbooka		198
Table 24: Barnes & Noble		200
Table 25: Bookeen		202
Table 26: Condor Technology Associates		204
Table 27: Delstar		207
Table 28: Delta		209
Table 29: EC Media		210
Table 30: Ectaco		211
Table 31: Elonex		214
Table 32: Endless ideas		216
Table 33: eRead		219
Table 34: Foxit Software		221
Table 35: Fujitsu		222
Table 36: Hanvon		224
Table 37: Interead		226
Table 38: iRex Technologies		228
Table 39: Iriver		230
Table 40: italica GmbH		232
Table 41: Jinke		235
Table 42: Kobo		237
Table 43: Kogan		239
Table 44: Literati		241
Table 45: Netronix		243
Table 46: Netronix (Part Two)		245
Table 47: Netronix (Part Three)		247
Table 48: Onyx International		249
Table 49: Pandigital		251
Table 50: Paradigm Shift		253
Table 51: Plastic Logic		255
Table 52: PocketBook		257
Table 53: Samsung		259
Table 54: Shanda Literature Group		260
Table 55: Sony		262
Table 56: Sony (Part Two)		264
Table 57: Velocity Micro		266
Table 58: Viewsonic		268
Table 59: Acer		270
Table 60: Acorp		272
Table 61: Apple		274
Table 62: Archos		275
Table 63: Archos (Part Two)		277
Table 64: Asus		279
Table 65: Augen		281
Table 66: Avaya		283
Table 67: Camangi		284
Table 68: Cisco		286
Table 69: Compumax		288
Table 70: Dell		289
Table 71: Eken		292
Table 72: Eken (Part Two)		294
Table 73: enTourage		295
Table 74: ExoPC		297
Table 75: Flat Computing		299
Table 76: Fujitsu		300
Table 77: Fusion Garage		302
Table 78: Gigabyte		304
Table 79: Haleron		305
Table 80: Hanspree		307
Table 81: Hanvon		308
Table 82: Hivision		310
Table 83: Hott		312
Table 84: HP		313
Table 85: HTC		316
Table 86: Huawei		318
Table 87: ICD		319
Table 88: iiView		321
Table 89: iMito		322
Table 90: Kno		325
Table 91: Lenovo		326
Table 92: LG		329
Table 93: Marvell		331
Table 94: Motion Computing		332
Table 95: Motorola		335
Table 96: MSI		337
Table 97: Nefonie		338
Table 98: Notion Ink		340
Table 99: OLPC		341
Table 100: Onkyo		343
Table 101: OpenPeak		345
Table 102: Orphan Electronics		346
Table 103: Panasonic		348
Table 104: Pandawill		351
Table 105: RIM		353
Table 106: Rocketfish		355
Table 107: Rydeen		356
Table 108: Samsung		358
Table 109: Sharp		360
Table 110: Smart PC		361
Table 111: Sony		363
Table 112: Stream TV		365
Table 113: Superman Industrial		367
Table 114: TabletKiosk		368
Table 115: Teso		371
Table 116: Toshiba		373
Table 117: Velocity Micro		374
Table 118: Viewsonic		376
Table 119: Viliv		377
Table 120: Viliv (Part Two)		378
Table 121: Zenithink		380

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