After today’s unveiling of the iPad, the buzz surrounding ebook Readers is only set to increase, making 2010 without doubt the year of the eReader. But before you jump in head first to buy the iPad, take some time to read our eReader comparison whitepaper – check out the pros and cons of all the top devices on the market.

1. eReaders: A Market Comparison
Robert Elding
Marketing Director
YUDU Media

2. eReaders: A Market Comparison
In the year 2020 we might well look back ten years and pinpoint
Wednesday 27th January 2010 as the moment in time when
publishing changed forever.
Sensationalist? Perhaps, but given the impact of Apple’s iPod and iPhone,
you would be forgiven for thinking that the launch of the Apple iPad could
have a similar impact on the book, newspaper & magazine industry.
Today’s unveiling, amidst the usual fanfare and geek hysteria normally
associated with an Apple product launch certainly didn’t disappoint. The
Apple iPad has simply taken eReader technology by the throat and in one
swift move hurled it forward by a decade.
E-publishing ‘lift off’
First generation eReaders, especially those that came before the launch
of Amazon’s Kindle in November 2007, were perceived as clunky and one
dimensional. With consumers used to working on multi-media laptops,
the eReaders’ monochrome displays were seen as a step backwards, not
forwards.
Despite the rapid evolution of these devices, this perception has stuck
fast even though the latest second generation of eReaders have high
resolution displays, buttons to customise how the text is displayed, and
even Internet connectivity.
1

3. Will Apple’s iPad change consumer perceptions of eReaders? In our view,
yes. Most certainly.
Already the US market has seen a strong shift in ebook popularity spurred
on by Amazon’s Kindle which accounts for 32% of all digital books
viewed in the country. Indeed, according to the US Book Industry Study
Group (BISG), every fifth book in the US is now sold as an ebook, citing
‘affordability’ as the primary factor.
The Apple iPad will see this trend reach ‘lift off’ phase - across not just
books but newspapers and magazines as well.
“ Robert Elding, Marketing Director of YUDU Media, says: “the future
has arrived with the Apple iPad and in very short order you can expect
rapid developments in how media is consumed.” Elding continues,
“publishers will simply wi-fi their content to the latest generation of
eReaders and with print costs erased you can expect content to be
significantly cheaper than newsstand prices.”
Elding cites France’s Le Monde as a key example of a publisher allowing its
content to be accessed at vastly reduced digital rates (6 Euros a month) yet
still achieving significant revenue with its 100,000 subscribers.
2

4. eReader market observations
This comparison whitepaper compares all the major eReader devices on
the market as of 27th January 2010.
Firstly, a few further observations about the market in general:
1 The prices of various eReaders are on a downward curve,
ensuring that a significant number of consumers will be able
to afford these devices in the near future.
2 eReaders encourage paperless reading, thereby curbing the
need to cut down trees for making paper. This way, it can be
argued, the devices help in the preservation of forests and our
environment through the non-use of ink etc. The eco-friendly
nature of eReaders will be a key driver in their future growth.
3 Government backing of eReaders, particularly in education,
will add significant ‘push’ to their popularity. Governor
Schwarzenegger’s decision to put all Californian text books
online last year is simply the first move of many in this sector.
3

5. Technical Commentary
Most current eReaders make use of electronic ink display technology
(also known as e-paper), which mimics the appearance of pages of
paperback books.
The technology is
different from main-
stream flat panel PC
display technology,
which uses back-
lighting in order to
illuminate the display
screen. Because
electronic paper
displays use no backlighting, the display can therefore be comfortably
used in bright conditions.
Electronic paper displays also use considerably less power in order to keep
the display active.
There has been a recent spate of new eReaders before the launch of
Apple’s iPad, with a rapidly growing number of manufacturers like IRiver
(Story), Samsung (Papyrus), Foxit (eSlick), and Jinke (Hanlin V3) launching
their own devices. The specifications of many of these eReaders are
similar, including monochrome screen, fully functional keyboard, and high
performance power supply.
4

6. eReader Comparison
Apple iPad:
Apple has chosen to release their new device, the iPad, aiming it
at many different potential user markets. This clearly sends out a
message in the publishing world as a Kindle killer. With its’ new built
in iBook store (similar to iTunes store for books), it is signing up with
five partners initially - Penguin, HarperCollins, Simon & Schuster,
Macmillan, Hachett book group.
Running on a new
faster processor, it has
a 9.7 inch screen and
weighs 1.5 pounds,
putting it into the
same size level as the
Kindle DX, leading to
a potentially worrying
time for Amazon.
Unlike the Kindle
however, the iPad has
to deal with WiFi-only
internet access on the
basic models, being
priced between $499-699 depending on storage options (16,32 and 64
GB). The Kindle’s built in WhisperNet works anywhere there is a mobile
signal, for free (having been paid for by Amazon).
5

7. Apple will offer a version including 3G mobile
access, for an extra $129 per model, plus another
$14-30 per month for a data plan from AT&T (in
the U.S.).
Steve Jobs commented that it will be able to
run iPhone applications, and developers will be
able to work to the new screen size using the
updated iPhone Operating System OS SDK, from
the launch day.
Apple believes that the new device will sit neatly
between the smart phone and the laptop, and
that it has to be better at tasks like browsing,
email, photos, e-books, and videos than both.
It has an interface that’s very reminiscent of the
iPhone, although it’s significantly expanded and
altered. The built-in apps are much more like the
Apple Mac experience, rather than the iPhone.
It has versions of iPhoto and iTunes for the iPad.
Location services that lets the Map app auto-
locate, are also built in to the device.
6

8. Amazon Kindle 2:
Having debuted in US on November 19, 2007, Amazon’s Kindle has gained
a growing cult of fans by virtue of its sleek looks, high-contrast display,
easy to use controls and respectable battery life.
The second avatar of the reader, Kindle 2, went on sale on February 23,
2009. An improved version of the original Kindle, the Kindle DX, was also
launched on May 6, 2009, which supported PDF files natively, as opposed
to the first version.
All versions of Kindle
feature an “electronic
paper” monochrome
display, which has
a high contrast to
facilitate reading in
varied intensities of
lighting, and sport a
resolution of 600 x 800.
Kindle has an internal
memory of of 2 GB (4
GB in select models),
which allows the user
to store 1,500+ eBooks
in the device at any
given time.
7

9. Barnes and Noble Nook:
The Android-driven eReader from B&N has
made quite a name for itself, owing to its
colour touchscreen which sets it apart from the
monochrome crop of eReaders typically available.
The reader, with dimensions of 7.7 x 4.9 x 0.5 inches and with just 11.2 oz
weight, is superbly portable and also sports a rechargeable battery that
the user can replace in case of a malfunction. The inbuilt 2 GB of storage
memory, which is expandable up to 16 GB via Micro SD card, is another big
plus point.
Sony Reader:
Manufactured by the electronics giant from Japan, the Sony Reader uses
a 600 x 800 pixel electronic paper display. In some models, the display is
also touch sensitive,
facilitating easy
operation. The device
is also lightweight,
weighing a mere 10
oz, and allows for
hours of strain-free
reading. As an added
bonus, the device can
also play MP3 & AAC
(unencrypted) audio
files.
8

10. The recent Las Vegas Consumer Electronics Show 2010 showcased some
of the very latest eReaders on the market, which brought into focus the
way these devices are evolving to match consumers’ requirements. Most
of these models were not commercially available at the time of writing,
but are due to come to market in 2010. The three star products of the
show included:
Skiff Reader:
The new eReader from Skiff created quite a buzz due to its most radical
feature - the world’s first touchscreen made of a flexible sheet of stainless
steel covered with
plastic. The screen not
only looks slick, but
is also shatterproof,
ensuring that it will
stay in one piece
even if the device is
accidentally dropped
on the floor.
The screen supports
operation via both
fingers and stylus,
ensuring that users
can operate the
reader based on their
preferences.
The screen supports operation via both fingers and stylus, ensuring that
users can operate the reader based on their preferences.
9

11. Other noteworthy specifications of the reader:
• With a dimension of only 9 inches by 11 inches by 0.268 inches and
a weight of less than 500 gram, the device is portable enough to
ensure hours of relaxed reading.
• Supports both short and long range wireless connectivity via Wi-Fi
& 3G respectively.
• Boasts a battery life of about one week (with infrequent usage of
wireless connectivity) after one full charge.
• Sports an internal memory space of 4 GB with more than 3 GB
available for content storage.
Skiff Reader, powered by Sprint Networks, is expected to hit the market
later in 2010.
Plastic Logic Que:
This upcoming eReader from Plastic Logic
features a shatter-proof plastic touchscreen
and is almost the size and thickness of a regular
notepad. The display is monochrome, but sports a
high contrast to facilitate easy reading under varying light conditions. The
inbuilt 4 GB memory allows the user to store as many as 35,000 documents
and eBooks. Plastic Logic has not revealed much information about its
reader, and instead has chosen to do so at the time of launch, scheduled
for April 2010.
10

12. EnTourage eDGe:
The brand new eReader from Virginia-based EnTourage consists of two
devices packed into a single body. The left side of the device has the
eReader, while the right side features a fully functional netbook.
The two screens are
synchronized with
one another as well,
which means that if the
user comes across an
unfamiliar word while
reading an eBook, he
can simply high-light it
and look it up on Google
via the netbook.
The netbook runs on Google’s Android operating system, resulting in an
easy to use interface that is easily accessible even for novice users.
Other features include:
• Quite portable at 8 1/4 by 10 3/4 by 1 inch dimensions, while
weighing a little less than 3 pounds.
• Sports 3 GB of usable on-board memory capacity, allowing the user
to keep many hundreds of eBooks to hand.
• The lithium battery provides backup of 16 hours (once fully charged)
and can be swapped with another battery quickly and simply.
• The inbuilt video camera allows recording videos in MP4 and 3GP
formats
11

13. These apart, some of the other anticipated eReaders due for release in
2010 include Bookeen Orizon eReader, Copia eReader, Fujitsu FLEPia,
Hanvon WISEreaders, RCA/Audiovox Lexi eReader, Samsung E6 & E10
eReaders, and Spring Design Alex eReader. Some of these eReaders have
made use of electronic ink technology, while others utilize full-color,
backlit LCD display screens.
2010 will also witness the release of a number of tablet PCs, which can be
used as eReaders. The keyboard-less HP Slate is the most anticipated, as
presented by Microsoft CEO Steve Ballmer at CES 2010. Other’s include
Cydle’s M7 Tablet, Dell “Streak” Slate, Freescale Tablet, HP TM2, Levono
IdeaPad, MSI Dualscreen Ultramobile PC Prototype, an unnamed tablet
from Nvidia and Verizon, Paradigm Shift EMT-10AB/W tablet, and Viliv S10
Blade Netvertible.
Conclusion
The Apple iPad is a quantum leap, not just for eReaders but for electronic
publishing in general.
The device takes eReader technology to a whole new level and will no
doubt capture the public’s imagination in the same way that the iPod and
iPhone have done in their respective markets.
2010 is the year the eReader will finally enter the mainstream.
And stay there.
12

14. eReader Pros and Cons – Comparison
Apple iPad:
Pros: Cons:
• Portable - smaller than a laptop, • Cost and ongoing data plans
with connectivity options that for ebook reading - up to $830
are similar. + $30 a month. (UK price likely
to be £600-700 GBP)
• Can use any existing iPhone
app. (although this is simply • Usability (on screen keyboard
scaled up and can look odd) versus real keyboard) - there’s a
dock with a built in keyboard
• Uses a 1Ghz new Apple chip.
sold separately to negate this.
• 10 hours of battery life. (very
• Heavier than a Kindle.
good versus a laptop, very
bad versus a Kindle)
Plastic Logic Que:
Pros: Cons:
• High resolution, flexible • At $649, it is one of the most
LED screen, allowing hassle expensive eReaders ever.
free navigation and
• Online business partner Barnes
comfortable reading.
& Noble has launched its own
• Screen resistant to physical eReader, the Nook, causing
impacts. a concern over the titles
it will allow to be down-loaded
• Support eBooks, Microsoft Word
through the Que.
documents, Excel workbooks
and PowerPoint presentations. • Other cons will be known once
the device hits the stores in April
2010.
13

15. Amazon Kindle 2:
Pros: Cons:
• High memory capacity; more • At a price tag of $359, the
than 1,500 eBooks. reader is highly expensive.
• High performance battery; runs • No color display.
for days after charging.
• The battery is not replaceable.
• Free built -in support for If the power cells die, the device
wireless 3G network: no need to is rendered useless. (Repair
look for Wi-Fi hotspots. costs $60 + shipping)
• Fast downloading speed; • No external memory card slot
eBooks download in less than
so no way of extending storage
1 minute.
capacity.
• Free access to digital
• Documents and PDF files
magazines, newspapers,
e-mailed to the reader have to
Wikipedia plus more than 1,000
be converted before opening.
blogs.
• Documents created in • The device doesn’t include a
Microsoft Word and PDF shock-resistant cover, which
files can be e-mailed directly to costs a further $30.
Kindle 2.
• Supports complete text to
speech conversion- users can
listen to eBooks.
• Has an improved sleek look
with an enhanced 16-level
grey scale electronic display.
• Saves users money; NY Times
bestseller on the Kindle costs
less than half of price of the
hardcovers. (approx.)
14

16. Barnes and Noble Nook:
Pros: Cons:
• High resolution paper display • Slow to boot up and access
and separate color LCD touch titles from the library.
screen allow for comfortable
• Frequent usage of LCD touch
reading and easy navigation.
screen can significantly impact
• Free support for wireless data battery life.
network and WI-Fi hotspots.
• No support for Microsoft Word
• High memory capacity; 1,500+ documents and text files.
eBooks, plus up to 2 GB
extension with a Micro SD card. • Some notable bugs in the
software.
• Battery can be removed and
replaced by the user. • No books can be downloaded
outside US, even via the Wi-Fi
• Allows user to read many network.
eBooks for free, while browsing
through the B&N store. • Not shipped with a cover, must
be purchased separately.
• Some eBooks can be shared
among friends for free, even
using different eReader devices.
• Full compatibility with
ePublishing technology allows
users to read eBooks in most
of the popular eBook formats,
as well as free Google books.
• The Nook can also display
image files and play MP3 tracks.
• PDF files and eBooks already
owned by user can transfer
directly to the device.
• Device runs on Google Android.
15

17. Skiff Reader:
Pros: Cons:
• The device sports a shatter- • No information about the cons
proof, touchscreen display, is available, as the device is not
made of a flexible stainless yet on sale.
sheet coated with plastic,
enhancing durability.
• Touch-sensitive screen allowing
user to change text size and flip
through pages quickly.
• Massive 11.5-inch display;
supports resolution of
up to 1600 x 1200, allowing for
comfortable reading.
• Users will be able to transfer
files from a PC via USB or
wireless network.
• Support for 3G network is also
available via Sprint.
• The device ships with 4 GB
onboard memory, of which 3
GB is usable for storing data.
• High capacity memory; 4 GB,
of which 3GB is usable for
storing data.
• Memory capacity can be
extended further via Micro SD
card.
16

18. EnTourage eDGe:
Pros: Cons:
• It is essentially a 3-in-1 device, • No information about the cons
and can fulfill the roles of an will be available until the device
eBook reader, a netbook, and a is released in February 2010.
smart phone.
• The eReader portion boasts of a
high resolution touchscreen
LCD display, which allows
for hassle free navigation
and comfortable reading.
• High resolution touchscreen
LCD display allows for hassle
free navigation and
comfortable reading.
• It runs on Google Android
operating system.
About YUDU Media:
YUDU Media is an award winning provider of innovative online publishing
solutions for digital magazines, newspapers, catalogues and books,
helping companies and individuals all over the world benefit from the
growth in online publishing and reading.
With offices in London, Lancashire and Boston, MA, YUDU offers advanced
professional publishing with YUDU Pro (www.yudupro.com) and free
publishing at YUDU.com, the eLibrary and marketplace that also allows
publishers to promote, share and sell their publications and other digital
content with the world.
17

19. Sony Reader:
Pros: Cons:
• Large sized ePaper display • Limited collection of titles
facilitates easy reading. In some available at the Sony bookstore.
models it is also touch-sensitive,
• Device has to be connected to a
allowing hassle free navigation.
PC to transfer eBooks.
• Most models can play MP3 and
• Device does not support
unencrypted AAC audio files.
wireless networks or Wi-Fi
• Full metal body enhances hotspots.
durability and resistance versus
physical impacts.
• Looks much better than the
current crop of eReaders.
• Supports more document
formats than Kindle and Nook.
• Cheaper than other e-readers
on the market plus $150 credit
offer if spend over $299 in the
Sony online store.
To try YUDU Pro technology for free, request a free preview or click here to
request a pricing brochure.
www.yudupro.com email: info@yudu.com
UK Tel: (+44) 870 760 9258 US Tel: 1-888-FOR-YUDU (367-9838)
18