Keeping up with the trend of creating a ripple in the tech market, Asus plans to introduce an electronic book reader by Christmas this year. The key focus of the brand Asus is to offer an outstanding and cost-friendly version of the E-book. With a target price of around £100 ($165), this would be a direct challenge to Sony Reader Daily Edition – Kindle 2.
According to Forrester Research, for the electronic book device to be a success and be accessible to a larger target audience, it has to be priced at one third the current target price. However the timing of the launch of the Ebook is very strategic. Also judging the promising features of the prototype of the forthcoming Asus electronic book created by the research and development division of the company, the market response may just be very promising.
The product would have a wireless connection, Web browser, Webcam, microphone and some key computer functions. The look of the device will resemble a book with a double screen separated by hinges giving the book feel. The device would therefore be folded. The Asus electronic book would not adopt the E Ink technology and go with the colour display which will make it distinct.
Asus in 2007 with the launch of the Netbook had changed the face of the laptop market. The sleek, smart and smaller version of the laptop has seen tremendous growth in the market. It has changed the marketing strategies of the previously comfortable laptop market.
The Asus Ebook device is tactically priced lower than £182 ($299) and £121 ($200) prices of competitors, Sony and Amazon. The prices are actually the starting price ranges of the competitive products launched by their competition. The £100 ($165) target price will definitely make a dent in the market. The challenge would however be to price it at £31 ($50), as the market research revealed, and sweep the largest market share.
