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Product Research

     Group 5
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
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
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
E-Reader Market Growth

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

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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