January. Get e-ink and cry?




January. Get e-ink and cry

No, crying, of course, too early, but, according to preliminary data, sales of e-readers this year have fallen markedly. For a start, we will explain what is happening in the Russian market, and a snack recall the most interesting readers and other gadgets curious past year

– One blotter, of course, not very flavorful – interrupted her with excitement Knight. – But if you mix it with something else – with gunpowder, for example, or with wax – then quite another thing! L.Kerroll. Alice’s Adventures in Wonderland

This time we decided to get to know, as is the case with eReader on the Russian market, and asked a number of major manufacturers of e-readers and “sellers” to share statistical information, and just talk about their plans and forecasts for the coming year. Will be devoted to the first part of our final review. In the second part we will talk about the most interesting devices with screens based on electronic ink, and not only, but at the same time talk about new technologies, interesting bargains and trends. Agreed? Then proceed.

Preliminary results

So, let’s just clarify one very important point. The material that you read, appeared in early January, but that he had prepared. Therefore, all the figures below, the final outcome can not be called. Nevertheless, the overall picture of the market for readers to make it possible. And is unlikely to last a month or two of the outgoing year will greatly affect the trends that have been formed in the previous three quarters. So, what do we have?

Estimates of sold devices differ somewhat – from 1.5 million units according to PocketBook just 1 million according WEXLER. According to the company “Euroset”, in the first 10 months of last year Russia had sold 1.1 million readers, which is 19% less than for the same period in 2012. The average price fell to about 3300 rubles, while the share of e-readers with e-ink screens rose to 50%. But for the first 9 months of 2013 sales growth plates (in pieces, of course) compared with the same period in 2012 was already 179% – the first three quarters was 4.5 million units sold! Due to the ever increasing competition between different vendors, the average price of the tablet dropped by about a third – from 17 200 to 11 900 rubles. Similar data and “Messenger” – for 10 months in Russia has sold 1.2 million readers, which is 21% less than in the first 10 months of 2012. Sales of tablets for three quarters of 2013 increased by 180% to last year, all the same 4.5 million pieces. Average price in the third quarter of last year as fell to 11 500 rubles, while a year earlier it was 16 000. However, for more detail plates tell my colleagues, and for us it is important that “sellers”, and developers in one voice saying the same thing – buyers are increasingly choosing tablets, which for many are no longer just a fancy gadgets and quite ordinary IT-element life.

Actually, most of the plates “eat off” share from newsreaders with LCD screens, as they can offer much more functionality – albeit at a higher price. Sense to buy a separate device with TFT-screen read-only is not. Second place was assigned to the so-called fabletami – smartphones with screen sizes greater than five inches. It turns out that, taking share from e-readers with LCD, tablets and fablety thereby increase the relative share of readers with e-ink-screens. These “Coherent” confirm this trend – for 10 months has been sold about the same number of readers with e-ink and LCD screens, but in the second half of the year the share of e-books e-ink increased to approximately 57%. In teXet and WEXLER talking about a 55 to 45, and has reported on MediaMarkt even more marked increase in e-readers with e-ink screens – from 40% in the year to 65% at the end. According to all market players, the same thing will happen next year, when the share of LCD readers will fall even more. In Ritmix also believe that they do virtually disappear and remain only device absolutely penny worth about 1 000 and MediaMarkt altogether going to give up their sales next year. Moreover, all neatly retailers say that sales of e-readers are unlikely to grow very strongly. WEXLER, for example, will focus on the development of tablets and smartphones, not forgetting, however, and on the reader with e-ink. However, the company believes that sales of readers in the next year and do a little fall and will freeze for a few years.

Popular brands and models

And what about buying our fellow citizens in 2013? In general, all companies provide two important price segment – unit price of 3-4 thousand rubles (mainly TFT-reader), and up to 6-7 thousand rubles (but it’s e-ink). More expensive reader much less popular. Almost all companies estimate the volume of sales of the first segment in the region of 50%, and the second – about a third of the total number of units sold. The general background are two producer. Company Ritmix, which focuses on low-cost solutions, estimates devices costing up to 3000 rubles 80%. A similar pattern in teXet – 65% of sales fall into this price category. Company ONYX, on the contrary, considers its products to the premium segment and describes the following picture: the device cheaper 3 000-6 000 – 30%, 6 000-9 000 – 60% more expensive than 9000 rubles – 10%.

The most popular brands, as before, remain PocketBook, teXet and Wexler. They are followed PRESTIGIO, Ritmix and PROLOGY (version OLDI and “Euroset”). Retailers note especially popular models PocketBook 623 (Touch 2). Besides her, “Euroset” allocated teXet TB-526FL (though she just went on sale) and OZON – Sony PRS-T2. Among PocketBook also note that were popular 515 model, Basic New and Touch. In ONYX believe that “absolute hit is ONYX BOOX C63ML Magellan┬╗, despite the fact that the sale of this book appeared in October. And here at Ritmix among the most purchased models no device with a screen e-ink – they all belong to a series of RBK: 421, 423, 433 and 475.

Key characteristics of the devices for which buyers pay and will pay attention – is the presence of a 6-inch touch-screen e-ink high resolution (in this case, 1024×758 pixels) backlit. Availability of wireless module is not so important. On processor power and memory is not paying attention almost – “iron” universally grown to the desired level of performance. Another trend – a transition to Android. Color screen e-ink remain aloof from the general holiday, as their price and quality are far from ideal. Perhaps for two or three years, they still will be better in all respects, but so far their popularity to speak early.

Portrait of a buyer

Here data from companies vary slightly, but almost all say that the demand for reader moves from the regions of megacities – cities of regional importance and smaller entities. This trend is associated with low availability of high-quality paper publications in the periphery and at the same time lowering costs themselves readers. Another important touch – is the presence of the reader secondary or higher education. The proportions of men and women are roughly equal, and the age of special importance has not already. According to surveys of PocketBook, nearly two-thirds of consumers included in the age group 24-41 years, in second place (20%) – people 18-24 years of age, and the remaining 15% – people from 41 to 51 years. In OLDI say about audience age 25-50 years, ONYX – 20-40 years, and in Ritmix – over 30 years.


Well let’s try to imagine what awaits us in 2014. Or it will not forecasts, and aspirations? The number of units sold will increase, but not by much – hardly more than 10-20 percent. Segment of economy-readers will still lead, but its composition changed. I’d like to LCD readers finally almost disappeared, giving way to e-ink and a cheap tablet. Alas, they are unlikely to disappear somewhere and soon perekochuyut in regions where they still will buy only because of the attractive prices. The “one-off” devices, ie those which are purchased in Southeast Asia in small batches obscure company under its own brand, will be less. On the whole, the number of different models of readers are likely to decrease, and the lead will be the same companies that today. Devices with touch HD-e-ink screens and built-in lighting will be cheaper – and will get the same to the cherished strips of three thousand rubles, and in general the reader with e-ink will be cheaper. There will also be a number of models with new diagonals – 8 inches and 13.3 inches. Fate of color e-ink displays yet obscure. Most likely, the major manufacturers release for show one or two units with these screens, but they do not exactly mass will.

About Russian producers we mentioned above, and on a global scale to dominate will be all the same companies – Amazon, Barnes & Noble, and Kobo. Who is missing? Correctly – Sony, which left the biggest U.S. market. Company wondered whether at a crossroads, whether plotted something artful. And another very important question comes to us whether Amazon? First became available shipping electronics from this store, and then a curious job there. Amazon is attractive not only and not so much their devices Kindle, how deep provyazkoy with various services, which is lacking in domestic brands. It’s time to move on already earning on the content rather than the “hardware”. Well as we see in this first year, at least partially subsidized device? Alas, this is not very hard to believe – and to blame piracy, and the desire of players to pull the blanket, ie profit for themselves. And Amazon, if he still gets to expanses of Russia, to learn a lot of amazing things. In general, we hope that the coming year will be interesting.


In: A Technology & Gadgets Asked By: [23185 Red Star Level]

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