Affected by many factors such as the environment and prices, the annual sales of e-readers in 2010 were lower than the expectations before Analysys, and it is expected that the annual sales of 2010 will reach 1.05 million units. In this regard, Analysys International's latest analysis report believes that in 2011 e-reader prices continue to decline, will lead to some small and medium terminal manufacturers out of the e-reader market, may choose to transition into the tablet PC market.

In 2010, the e-reader market was highly competitive. In the first half of the year, Hanwang Technology was listed on the market. As the proportion of Hanwang's investment in marketing increased, the entire e-reader market started quickly. In the middle of the year, content providers such as Shanghai Century Press and Reader's Magazine launched their own reader terminals. China Mobile has also launched a TD version of customized readers in the mobile reading business. The fierce competition among different links in the industry chain has kept the market scale growing. At the end of the year, Shanda launched a 999-priced e-reader, Bambook, to activate the entire electronics industry. Reader market price war.

Analysys International's report believes that e-reader sales in 2010 were lower than previously expected due to the fact that the reader price war did not begin until the second half of the year, and the overall price for the whole year was still far higher than users' expectations; the E-ink screen was still in monopoly. Low-cost terminals using other alternative screens have not achieved mass production; due to piracy problems, the “buy content delivery terminal” model has not yet emerged; users’ demand for reading has decreased.

In 2011, the development of the e-reader market was more critical, but it is expected that the problems existing in 2010 will still be difficult to solve quickly. Under intense competition, the e-reader market will undergo a consolidation in 2011, and small and medium terminal manufacturers have no other profitable business as Support, I am afraid we will withdraw from the market.

Analysys International predicts that by the beginning of 2012, with the increase in government crackdowns on piracy websites and the introduction of e-book standards, the e-reader market environment will be improved; follow-up will be accompanied by increased awareness of e-readers by users. The terminal will drive further growth in sales of the e-reader market. It is expected that sales will reach 3.6 million units by 2013.