War price on the market for e-books
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The successful launch of the iPad has sparked a fierce price war among manufacturers of digital tablets. For fifteen days, one after the other, manufacturers revise their prices downwards to counter the shock wave of the iPad. Most recently, Sony announced on Wednesday reduced prices of its readers to 20-50 dollars depending on the model. Its entry-level player, the Pocket Edition is now available at $ 149 U.S. instead of $ 169. Last week, the online bookstore Amazon was the first to respond, bringing the price of its Kindle reader digital format (DX) to 379 dollars, down from $ 110 …! At the same time, Amazon increased the comfort of reading his DX improving its display."With improved contrast of 50% and a darker font, it will be easier than ever to read anywhere, outside in the sun or the low light of the show, welcomed Steve Kessel, an official of Amazon. A few days earlier, the retailer had already created a stir by lowering the $ 60 price of its best-selling player, the average size at $ 189 … The same day, his rival, the American bookseller Barnes & Noble brought the price reader's Nook of 259-199 dollars, and announced a more affordable version yet, to 149 dollars, but connectable only by wireless Internet (Wi-Fi).
Run size
These manufacturers have little choice. Faced with the shock of the trade-iPad more than 3 million copies sold-June 22, they must adjust their rates to stay in the race.Unable to keep the same price range as the iPad (500 euros) which, aside from reading, surfing the Internet, listening to music, watch movies or videos, etc.. From a color touch screen . Faced with the branding of Apple Premium, the price argument remains the only real leverage at their disposal, apart from adding some features (touchscreen, color, play MP3 music files, etc..) . "In the race for size, market share, the price factor is one that can make the difference as shown by the positioning of Dell with its multimedia tablet Streak marketed in late July and announced at least 100 euros" Sylvain Duranton remark, associate director at Boston Consulting Group.
Price also depends on the conversion market niche in the mass market."As long as prices do not fall sufficiently, widespread adoption of such devices will be difficult," says the expert. A psychological threshold must be reached. "Based on our studies, if 66% of French people are ready to go nuclear, they will not do at any price: not more than 150-200 euros for a multi-shelf as iPad and more than 100 euros for a single-function tablet, reserved for reading, as the Kindle. "
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