1. Product Research
Group 5

2. E-reader Total Available Market
Company: Units sold: (millions)
• Amazon 4.482
• Pandigital 1.7388
• Barnes & Noble 1.6632
• Other 1.1232
• Sony Corp. 0.9072
• Hanvon 0.8856
Total Available Market (TAM) = 10.8 million units

3. Kindle Fire Market Share
• 10.8 million total e-reader units shipped in
2010
• 4.482 million units sold by Amazon’s Kindle
Fire
• 41.5% e-reader market share

4. Market Shares and Competitors
Company Market % Product
Amazon 41.5% Kindle
Pandigital 16.1% Novel
Barnes & Noble 15.4% Nook
Other 10.4% *
Sony Corp. 8.4% Sony Reader
Hanvon 8.2% WiseReader

5. E-Reader Market Growth
Year Growth% E-reader Sales ($ millions)
2010 120% $2,060
2011 252% $5,200
2012 195% $10,140

6. Expected growth - total tablets (millions)
Users Sales
2012 50.7 35.1
2013 67.7 39.8
2014 76.1 42.3
2015 82.1 44.0

7. Growing or shrinking market?
• Growing market / growing market share
• According to Investor's Business Daily total ereader shipments
are forecast to increase from 10.8 million in 2010 to 16.6
million in 2012
• Kindle Fire above all accounts for Android's 10 percent year-
over-year market share gain according to the Channel Insider
• Forbes.com predicts that the iPad and Kindle will continue to
dominate the market for tablet computers in 2012