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Electronic «readers» in IT-channel
During the recent half-year two large IT-distributors — MERLION and «Marvel» — informed about the conclusion of several agreements with e-books producers. This trend is new for both distributors, and both of them consider it rather promising. Judging by the analytical data the electronic “readers” market in Russia is growing fast and potentially has rather a high capacity but it is still in an inchoative stage. According to the estimates of SmartMarketing analytical group in 2009 189 thousand* electronic book readers (EBR) (of all types and categories including “readers” with screens based on e-Ink and LC-technologies) were sold. Analysts of SmartMarketing emphasize that in 2009 the EBR market did not start green field (up to the beginning of 2009 the market jumped over the threshold of 200 th. devices on hand) but from very humble figures. Commodity group of readers with e-Ink screens started to form in the Russian market since 2007 but these devices did not sell wide because of technical peculiarities and limited offers of e-Ink screens. According to the notes of the analysts the growth dynamics in this section is extremely high: in 2009 the sales became a third or twice larger from quarter to quarter. Readers were mainly bought by ordinary customers far removed from the gadget market section. As SmartMarketing thinks it allows predicting for sure that the section will significantly grow in the nearest two or three years, and the current rate of increase will remain for at least a year. The analysts are sure that both natural market factors (including macroeconomical ones and the producers’ activity) and the changes in the demand structure were the reasons of the abrupt growth of the sales of “readers” in 2009: e-books reading is one of the most popular applications for mobile devices, and WID-reading steadily occupies the position among the three most important tasks for the users. As SmartMarketing notes, in the 2nd half of 2009 several new and quite active players appeared (or became known by active penetration into sales channels). In particular these are iRiver Story, FR Book, «Azbuka», etc. The majority of them became apparent by the VI quarter of 2009 only, but some trademarks show impressive growth dynamics and the analysts think that the balance in this section will change significantly in 2010. «PocketBook trademark is an obvious leader (founded in 2007 at instigation of “Ukraine Polygraphic Group”) —SmartMarketing analysts note. — The company became a major player in a couple of years particularly due to rather an original software development policy. Together with adequate product strategy, pricing and aggressive advertisement the company was able not only to promote PocketBook devices in the Russian (to be more precise the CIS countries market) but also to step out of it (PocketBook Global)». As SmartMarketing estimates, Sony and Amazon devices hold a special place. The first (is among the three bestsellers) is popular due to the activity of the “grey” channel. The situation with Amazon Kindle books is similar, but sales of these in Russia are considerably lower than of Sony devices. In 2009 e-shops remained the main sales channel: according to the estimates of SmartMarketing — more than 80%, that is quite typical for rather a new section associated with technological goods. But let’s return to distribution agreements. As Sergey Raskolov, marketing director of MERLION company, informed, the category of goods «e-books» was introduced in January, 2010 within the framework of the new business trend «Household appliances, electronic devices, mobile phones» (the trend itself was started in December, 2009). According to Mr. Raskolov as early as the II quarter of 2010 the sales of books exceeded the indexes of the I quarter five times and according to the company’s own estimations MERLION occupied about 15% in web at the e-book market (both in wholesale and retail sales). By the end of the year it is planned to increase the share to 30—40%.<…> Nowadays the range of MERLION includes Digma, Pocketbook, ViewSonic, «Azbuka», Lbook, Iriver electronic “readers”. «Pocketbook, Lbook and «Azbuka» are the leaders at the e-book market, — Sergey Raskolov explained the reasons for choosing the products of these particular vendors. — Their products are recognizable and steadily marketable. Digma and ViewSonic e-books are new products of well-known manufacturers. Digma is a good elaborate variant of a “reader”with additional options such as listening to the music (WMA / MP3 / WAV / OGG) and FM-radio. ViewSonic is a powerful and well-known brand and its quality is undoubtful. ViewSonic e-book that has recently appeared in the international (and Russian) market stands to become popular soon». <…> SmartMarketing predicts the increase of the e-book reading devices market in Russia in 2010 2,3-2,5 times (up to 440—470 thousand pcs.). As SmartMarketing estimates, within the five-year prospective the capacity of this market constitutes not less than 4 mln.pcs. SmartMarketing considers the following major trends determining the development of the section: growth of interest to e-books in general; decrease of the average price and mass overcoming of the psychologically important threshold of 10 th. rubles; increase of the region share (there are objective preconditions to that, particularly limited range and delays in the appearance of novelty books there); significant competition growth, appearance of new players and modes with new technological properties and functions. «Readers have appeared at the market quite recently, their popularity is growing yet, — Sergey Raskolov confirms the estimations of the analysts. — There is the demand for the product from both our partners and end consumers (we can see that in terms of our retail shops POSITRONICA and ÑITYLINK). It’s interesting that it is spreading circularly from large cities to smaller ones. About 80% of readers are nowadays sold in Moscow, St.Petersburg, Novosibirsk and other large cities». <…> Some analysts think that media-pads (iPad, etc.) may really constitute a threat for the e-book market. But by all appearances there is no agreement of opinion. Thus SmartMarketing analysts do not predict significant influence of pads on the EBR section of the market. But at the same time specialists suppose that the entry of full-range computer companies (particularly laptop and WID manufacturers) into this section is quite expectable. Representatives of «Marvel» and MERLION also don’t think that pads may considerably decrease EBR sales. <…> «I would not call iPad a competitor of e-books. iPad is a multi-functional device: audio- and video player, Internet browser, playstation, organizer, navigator and whatnot. Thus it is larger in size, more energy-consuming and different in price. These peculiarities of iPad will enable readers to live and develop in their own way», — Sergey Raskolov thinks. |
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