A Study on the Competitive Strategies in the e-reader Industry:An Application of Scenario Analysis

• Main Authors: Hung-Te Lee, 李宏德
• Other Authors: Ji-Ren Lee
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/12347343413828030644

碩士 === 國立臺灣大學 === 國際企業管理組 === 99 === Before the launching of iPad and Tablet PC, e-ink based e-reader is the dominant reading device for e-books. However, e-reader has faced strong competitive threat since iPad entered into the market. Facing future uncertainty, whether e-reader could maintain dominance in the e-reader market or just a transitional product is a critical issue that is worth for further research. The present study selects e-reader and tablet PC as targets for systematic analyses. In the first part, we analyze the industry structure and the technology development of the e-reader industry. In the meantime, the study also reviews the role that the digital content providers play in the e-reader industry. In addition to studying the e-reader industry, we apply the scenario analysis method to analyze the future development and structure of the e-reader industry under which potential contenders can formulate their strategies. Based on scenario analysis, we suggest the following strategic alternatives for e-reader companies. For the e-reader brand companies， the study suggested these companies can invest and develop both e-paper based and LCD based e-reader or tablet pc to attract different targets of customers. However, the e-paper manufacturers are under severe impact and uncertainty due to the debut of iPad and tablet PC. The huge capital investment and technology development make these businesses have high exit costs. The study suggested that this industry for new technology development and investment should remain flexible and conservative until the situation is clearer. As Taiwanese companies preempt substantial number of patents of e-reader technologies and have competitive industry supply chain, these companies shall maintain competitive edge in the e-reader industry if their strategies are right.