This report analyzes the worldwide markets for E-Readers in Thousand Units. The report provides separate comprehensive analytics for the US, Japan, Europe, Asia-Pacific, and Rest of World. Annual estimates and forecasts are provided for the period 2008 through 2017. The report profiles 83 companies including many key and niche players such as Amazon.com, Inc., ASUSTeK Computer, Inc., Audiovox Corporation, Barnes & Noble, Inc., EC Media International Pvt Ltd., Hanvon Technology Co., Ltd., Infibeam.com, Intel Corporation, Pandigital, Plastic Logic Ltd., Samsung Electronics Co., Ltd., Sharp Corporation, and The Sony Group.  Market data and analytics are derived from primary and secondary research. Company profiles are mostly extracted from URL research and reported select online sources.

TABLE OF CONTENTS

E-READERS									MCP-6702
A GLOBAL STRATEGIC BUSINESS REPORT


                                            CONTENTS



  1. INTRODUCTION, METHODOLOGY & PRODUCT DEFINITIONS                       1
      Study Reliability and Reporting Limitations                          1
      Disclaimers                                                          2
      Data Interpretation & Reporting Level                                3
       Quantitative Techniques & Analytics                                 3
      Product Definition and Scope of Study                                3

  2. INDUSTRY OVERVIEW                                                     4
      A Curtain Raiser                                                     4
       The Emergence of Internet & Its Cascading Impact On Book
        Publishing                                                         4
       A Straight Talk About Digitalization of Content & Its Impact
        On Book Publishing                                                 5
       Challenges Extended by E-Books to Traditional Print Books
        Fizzle Out                                                         5
       iPad Bites into E-Reader Market                                     5
       Reasonable E-Reader Bargains Abound in Recession Economy            6
       Finding Opportunities in Difficult Times                            6
       Targeting the Right Customer Cluster Offer Opportunities for
        E-Books & E-Book Readers                                           7
       Promising Consumer Targets for E-Books & E-Book Readers             7
       Promising Content Types for E-Books & E-Book Readers                8
       Outlook                                                             9
       Future of E-books: A Rumination                                     9
      Noteworthy Market Drivers & Trends                                   9
       Innovations in the E-book Reading Devices Market                    9
        Key Product Launches in the year 2010 & 2011                       10
       New Features and Added Benefits to Spur the Sales                   11
       Emergence of Larger Form Factors & Color Screens                    11
       E-books to Aggressively Target Fairer Sex                           11
       Competition Pushes Down E-Reader Prices                             11
       E-Paper Tipped To Redefine Publishing Market                        11
      Market Issues                                                        12
       Reading As a Hobby Comes Under Siege                                12
       Compatibility Issues Plague e-Books                                 12
       Piracy, IP & Copyright Issues Pose Challenges                       13
       DRM Leaves a Lot to be Desired                                      13
       Utility of Read E-books Limited!                                    13
       Reader’s Knowledge Still Challenged, Especially in the
        Developing Markets                                                 14
       E-book Reading Devices Fail on the Quality Front                    14
        Hardcore Readers Exhibit No Signs of Cozying Up to the
         Digital Print                                                     14
       E-Book Landscape Dotted With Casualties                             15
       Limited Native Applications & Gray Scale Screens Restrict
        Market Potential                                                   15
      Competitive Landscape                                                15
       Price War Triggers Among Major Players                              15

  3. PRODUCT OVERVIEW                                                      17
      E-Reader- Definition                                                 17
      Benefits                                                             17
      Limitations                                                          18
      How E-Reader Works?                                                  19

  4. PRODUCT LAUNCHES                                                      20
      Hanvon Releases E920                                                 20
      DMC Worldwide Unveils COPIA E-readers                                20
      Bookeen to Unveil The Cybook Orizon                                  20
      Spring Design Unveils Alex™                                          21
      Qualcomm to Introduce E-reader                                       21
      Pandigital Unveils Pandigital Novel Personal E-reader                22
      Audiovox Unveils Lexi™ range with B&N Content                        22
      Velocity Micro Introduces Cruz E-reader                              23
      Tianjin Jinke to Introduce E-paper Products                          23
      Teclast Introduces K5 E-reader                                       24
      Infibeam Launches Pi2                                                24
      Hanwang and Marwell Introduce E-book Reader                          24
      EC media Introduces Wink XTS                                         25
      Borders Releases Wireless Version of Kobo E-Reader                   25
      Plastic Logic Introduces QUE proReader                               25
      Skiff and Sprint Release Skiff W-Reader                              26
      Hanvon Technology Launches E-Reader                                  26
      China Unicom to Introduce E-Readers                                  26
      Vestal Enterprises Releases LeAF                                     26
      Kobo Unveils Reading Life for iPad                                   27
      Google Introduces Google Editions in US                              27
      Sony and NEC Release E-Book Readers in Japan                         27
      ASUSTek Computer Introduces Eee Note EA800                           28
      E Ink Launches Color Displays for E-Readers                          28
      Barnes & Noble Introduces New Version of Nook E-Reader               28
      Samsung Unveils Samsung E65 E-Reader                                 28
      Sony Introduces E-Book Devices                                       28
      Pandigital Launches Electronic Book Device with Browser              28
      Irex Technologies Launches Irex DR 800SG Electronic Book Device      29
      Kobo Launches Kobo Wireless Electronic Reader                        29
      Fanshu.com Introduces Electronic Book Readers                        30
      Sony Introduces Novel E-Readers                                      30
      The Sharper Image® Launches LiteratiTM                               30
      PocketBook Global Releases E-Readers on Global Scale                 30
      Acer to Release E-Reader and Other Devices in India                  31
      ASUSTeK Computer Introduces e-Book Reader                            31
      Amazon Rolls out New Version of Kindle E-Reader                      31
      Pixelar to Launch MReader                                            31
      Borders Group Rolls out eBook Reader Application for
       BlackBerry Smartphones                                              31
      Samsung Unveils e-Book Reader                                        32
      Viewsonic Unveils VEB625 and VEB620 e-Book Readers                   32
      Samsung Introduces E-book Readers in China                           32
      Amazon Introduces Mac Version of Kindle e-Reader                     32
      ASUSTeK Computer Unveils DR-900 E-Reader                             32
      Hanwang and PVI to Launch Color-Screen e-Book Reader                 33
      Welflex Engineering Rolls out ECO Reader                             33
      Video Technology Unveils Flip                                        33
      Adlibris Introduces Swedish e-Book Reader                            33
      Samsung Group Rolls out E101 and E6 e-Book Readers                   33
      Infibeam.com Rolls out e-Book Reader                                 34
      Barnes & Noble Introduces Nook E-Reader                              34
      Datang Telecom Unveils e-Book Readers with TD-SCDMA Chips            34
      Wistron to Introduce Readius E-reader                                34
      Intel Unveils Intel Reader                                           34
      Best Buy Launches Gadgets and eReaders Collection                    35
      LG Releases Solar Cell e-Book Reader                                 35
      Grammata Unveils Papyrer 5.1 e-Book Reader                           35
      Cranbury Bookworm to Unveil Fireside E-Reader                        35
      Sony UK Rolls Out e-Book Readers                                     36
      Astak Introduces Pocket PRO e-Book Reader                            36
      Borders UK Introduces Elonex e-Book Reader                           36
      Sony Unveils PRS-700 Reader                                          36
      Samsung Releases Papyrus E-Reader                                    37
      Fujitsu Unveils FLEPia Color E-Book Reader                           37
      Hearst to Introduce E-Reader for Newspapers and  Magazines           37
      Lenovo to Launch Tianji EB-605 e-Book Reader                         37
      Google Introduces Google Book Search for Mobile                      38

  5. RECENT INDUSTRY ACTIVITY                                              39
      Google Pockets eBook Technologies, an Ebook Reader Company           39
      iriver Enters into Partnership with LG Display to Introduce
       iriver Story HD eBook Reader                                        39
      Hanvon Selects Freescale i.MX51 applications processor               39
      News Corp Takes Over Skiff E-Reading Platform from Hearst            40
      PocketBook International and Netronix Enter into Joint Venture       40
      Sharp and Sony Release Electronic Book Devices in Japan              41
      Hanwang to Establish Taiwan Subsidiary for Selling E-book Readers    41
      Kobo Enters into Partnership with Fairmont Hotels to Offer
       Kobo E-reading Service                                              41
      iriver Licenses Devicescape Easy WiFi for WiFi e-Readers             41
      Prime View International Takes Over E Ink                            42
      Barnes & Noble Takes Over Fictionwise                                42
      Sony and News Corp. Enter into Partnership                           42
      Marvell Enters into Collaboration with E Ink                         42
      Publishing Companies Jointly Introduce New Digital Reading
       Platform                                                            43
      Barnes and Noble Enters into Partnership with Plastic Logic          43
      Sony Fulfills Initial Shipment Order of 3G Daily Edition E-
       Readers                                                             43
      Verizon Wireless to Support iREX e-Book Reader                       43
      Foxconn Technology Group to Manufacture e-Readers for China
       Mobile                                                              44

  6. FOCUS ON SELECT PLAYERS                                               45
      Amazon.com, Inc. (US)                                                45
      ASUSTeK Computer, Inc. (US)                                          45
      Audiovox Corporation (US)                                            45
      Barnes & Noble, Inc. (US)                                            46
      EC Media International Pvt Ltd (India)                               46
      Hanvon Technology Co., Ltd. (China)                                  46
      Infibeam.com (India)                                                 47
      Intel Corporation (US)                                               47
      Pandigital (US)                                                      48
      Plastic Logic Ltd. (UK)                                              48
      Samsung Electronics Co., Ltd. (South Korea)                          48
      Sharp Corporation (Japan)                                            49
      The Sony Group (Japan)                                               49

  7. GLOBAL MARKET PERSPECTIVE                                             50
      Table 1: World Recent Past, Current and Future Analysis for
      E-Readers by Geographic Region - US, Japan, Europe,
      Asia-Pacific, and Rest of World Markets Independently Analyzed
      with Annual Sales Figures in Thousand Units for Years 2008
      through 2017 (includes corresponding Graph/Chart)                    50

      Table 2: World 10-Year Perspective for E-Readers by Geographic
      Region - Percentage Breakdown of Volume Sales for US, Japan,
      Europe, Asia-Pacific, and Rest of World Markets for Years
      2008, 2011 and 2017 (includes corresponding Graph/Chart)             51

  8. THE UNITED STATES                                                     52
      A.Market Analysis                                                    52
        Current & Future Analysis                                          52
        Market Overview                                                    52
        Competitive Landscape to Witness Drastic Changes                   52
         Table 3: US E-Reader Market (2010): Percentage Breakdown of
         Volume Sales by Company - Amazon, Sony and Others (includes
         corresponding Graph/Chart)                                        52
      B.Market Analytics                                                   53
        Table 4: US Recent Past, Current and Future Analysi  for
        E-Readers Analyzed with Annual Sales in Thousand Units for
        Years 2008 through 2017 (includes corresponding Graph/Chart)       53

  9. JAPAN                                                                 54
      A.Market Analysis                                                    54
        Current & Future Analysis                                          54
        Competitive Overview                                               54
      B.Market Analytics                                                   54
        Table 5: Japanese Recent Past, Current and Future Analysis
        for E-Readers Analyzed with Annual Sales in Thousand Units
        for Years 2008 through 2017 (includes corresponding
        Graph/Chart)                                                       54

  10. EUROPE                                                               55
      A.Market Analysis                                                    55
        Current & Future Analysis                                          55
        Market Overview                                                    55
      B.Market Analytics                                                   56
        Table 6: European Recent Past, Current and Future Analysis
        for E-Readers by Geographic Region - France, Germany, Italy,
        UK, Spain, Russia, and Rest of Europe Markets Independently
        Analyzed with Annual Sales Figures in Thousand Units for
        Years 2008 through 2017 (includes corresponding Graph/Chart)       56

        Table 7: European 10-Year Perspective for E-Readers by
        Geographic Region - Percentage Breakdown of Volume Sales for
        France, Germany, Italy, UK, Spain, Russia, and Rest of
        Europe Markets for Years 2008, 2011 and 2017 (includes
        corresponding Graph/Chart)                                         57

  10a. FRANCE                                                              58
       Market Analysis                                                     58
        Table 8: French Recent Past, Current and Future Analysis for
        E-Readers Analyzed with Annual Sales in Thousand Units for
        Years 2008 through 2017 (includes corresponding Graph/Chart)       58

  10b. GERMANY                                                             59
       Market Analysis                                                     59
        Table 9: German Recent Past, Current and Future Analysis for
        E-Readers Analyzed with Annual Sales in Thousand Units for
        Years 2008 through 2017 (includes corresponding Graph/Chart)       59

  10c. ITALY                                                               60
       Market Analysis                                                     60
        Table 10: Italian Recent Past, Current and Future Analysis
        for E-Readers Analyzed with Annual Sales in Thousand Units
        for Years 2008 through 2017 (includes corresponding
        Graph/Chart)                                                       60

  10d. UNITED KINGDOM                                                      61
      A.Market Analysis                                                    61
        Current & Future Analysis                                          61
        UK Market Exhibiting Growing Popularity  for E-Readers             61
      B.Market Analytics                                                   62
        Table 11: UK Recent Past, Current and Future Analysis for
        E-Readers Analyzed with Annual Sales in Thousand Units for
        Years 2008 through 2017 (includes corresponding Graph/Chart)       62

  10e. SPAIN                                                               63
       Market Analysis                                                     63
        Table 12: Spanish Recent Past, Current and Future Analysis
        for E-Readers Analyzed with Annual Sales in Thousand Units
        for Years 2008 through 2017 (includes corresponding
        Graph/Chart)                                                       63

  10f. RUSSIA                                                              64
       Market Analysis                                                     64
        Table 13: Russian Recent Past, Current and Future Analysis
        for E-Readers Analyzed with Annual Sales in Thousand Units
        for Years 2008 through 2017 (includes corresponding
        Graph/Chart)                                                       64

  10g. REST OF EUROPE                                                      65
       Market Analysis                                                     65
        Table 14: Rest of Europe Recent Past, Current and Future
        Analysis for E-Readers Analyzed with Annual Sales in
        Thousand Units for Years 2008 through  2017 (includes
        corresponding Graph/Chart)                                         65

  11. ASIA-PACIFIC                                                         66
      A.Market Analysis                                                    66
        Current & Future Analysis                                          66
        Market Overview                                                    66
      B.Market Analytics                                                   66
        Table 15: Asia-Pacific Recent Past, Current and Future
        Analysis for E-Readers by Geographic Region - China and Rest
        of Asia-Pacific Markets Independently Analyzed with Annual
        Sales Figures in Thousand Units for Years 2008 through 2017
        (includes corresponding Graph/Chart)                               66

        Table 16: Asia-Pacific 10-Year Perspective for E-Readers by
        Geographic Region - Percentage Breakdown of Volume Sales for
        China and Rest of Asia-Pacific Markets for Years 2008, 2011
        and 2017 (includes corresponding Graph/Chart)                      67

  11a. CHINA                                                               68
      A.Market Analysis                                                    68
        Current & Future Analysis                                          68
        Market Overview                                                    68
        Hanwang- A Key player in Chinese E-Reader Market                   68
         Table 17: Chinese E-Reader Market (2010): Percentage
          Breakdown of Volume Sales by Company                             69
        Companies Entering into E-Reader Bandwagon                         69
        Local Consumers Facing Price Hurdle                                69
        Global E-Reader Players lack Presence in Chinese Market            69
        Limited Availability of E-Ink Screens                              69
        Chinese Players Developing New Strategies                          70
        Non-Availability of Large Collection of E-books  Hampering
         Profits                                                           70
        Pirated Content Hampering E-book Market Growth                     70
      B.Market Analytics                                                   71
        Table 18: Chinese Recent Past, Current and Future  Analysis
        for E-Readers Analyzed with Annual Sales in Thousand Units
        for Years 2008 through 2017 (includes corresponding
        Graph/Chart)                                                       71

  11b. REST OF ASIA-PACIFIC                                                72
      A.Market Analysis                                                    72
        Current & Future Analysis                                          72
        Korea: E-Book Market On the Rise                                   72
      B.Market Analytics                                                   73
        Table 19: Rest of Asia-Pacific Recent Past, Current  and
        Future Analysis for E-Readers Analyzed with Annual Sales in
        Thousand Units for Years 2008 through 2017 (includes
        corresponding Graph/Chart)                                         73

  12. REST OF WORLD                                                        74
       Market Analysis                                                     74
        Table 20: Rest of World Recent Past, Current and Future
        Analysis for E-Readers Analyzed with Annual Sales in
        Thousand Units for Years 2008 through 2017 (includes
        corresponding Graph/Chart)                                         74


 COMPETITIVE LANDSCAPE

     Total Companies Profiled: 83

     ------------------------------------------
     Region/Country                     Players
     ------------------------------------------
     The United States                    21
     Canada                                3
     Japan                                 4
     Europe                               16
      France                               3
      Germany                              2
      The United Kingdom                   4
      Spain                                2
      Rest of Europe                       5
     Asia-Pacific (Excluding Japan)       38
     Middle-East                           1
     ------------------------------------------