Whatever Happened to Cheap EReaders?

Way back in 2012, The Guardian reviewed an eInk reader which cost a mere £8.

The txtr beagle was designed to be a stripped-down and simplified eReader⁰.

As far as I can tell, it never shipped. There were a few review units sent out but I can't find any evidence of consumers getting their hands on one. Also, that £8 price was the subsidised price when purchased with a mobile contract. Their website ceased working long ago.

But it got me intrigued. Moore's law is supposed to drive down the cost of electronics. So where are all the dirt-cheap eReaders?

The cheapest Kindle for sale on Amazon UK right now is about £100. Back in 2012, it was about £70. Taking inflation into account, that price has stayed static. Brands like Kobo are also in the £100 to £150 range.

About the cheapest retail eReader is the PocketBook Lux 4 for £85 or the (terribly reviewed) Woxter Scriba for £70.

AliExpress has loads of second-hand and obsolete models at cheap-ish prices. But a surprising dearth of new eReaders.

Going wholesale, Alibaba has a range of models, some of which clock in at around £30.

But, of course, that's before shipping and tax. They won't come with any manufacturer's warranty and don't expect any software updates. Also, good luck getting accessories!

So what's stopping new eReaders being released at a cheap(er) price? I think it comes down to four main things.

Reading is a niche hobby

Around 40% of UK adults didn't read a single book last year. That survey combines reading books and listening to audiobooks. Of the 60% who do read/listen, about 14% primarily listen. Of those that read, around 60% do so on paper books.

If reading is niche, reading electronically is a tiny niche! This is somewhat of a chicken-and-egg argument. If an eReader were the same cost as a mass-market paperback, I'm sure many more paper-book readers would become converts.

The whole point of an eInk reader is that it is a distraction-free environment. Yeah, you could scroll TikTok on one, but it isn't a pleasant experience. An eReader is designed for one thing only, unlike a phone or tablet. Do enough people want to carry yet-another-bloody-device just for reading?

eInk is expensive

The company which makes eInk hold several patents on the process. They're not a patent troll; they're building a business and selling mega-hectares of the stuff. Understandably, they have an interest in keeping prices high. They don't want to cannibalise their own market.

A basic 6 inch screen with wiring costs around £20 wholesale - that's from Alibaba, so doesn't include tax and shipping. That's before you've added any electronics or a operating system.

Speaking of which…

Android is a bottleneck

The promise of the Android Open Source Project was a free Operating System for anyone to use. The reality has been a little different. Most people want to be able to use basic Android functionality - like download operating system updates or reading apps. But Google doesn't allow that for eInk devices.

As I understand it, Google requires Android devices to have colour screens and, so I've read, won't certify eInk eReaders for newer versions of Android.

So manufacturers have to source parts which have drivers for older versions of Android. Or they have to develop their own OSes.

Books are fungible

Back when Apple sold iPods, they knew that the majority of purchasers would buy MP3s direct from Apple. The perfect symbiotic relationship! But the walled-gardens cracked and now people can buy their music from anywhere.

Amazon keeps this model for its eBooks. Unless you're prepared to get technical, you can only read Amazon books on your Amazon Kindle paid for with your Amazon wallet.

Games consoles are often sold at a loss because the manufacturer knows they'll make it up in game sales and subscriptions.

A low-price manufacturer is unlikely to also run a book store and wouldn't be able to cross-subsidise their hardware with content sales.

Alternatives

Some people have tried building open source eReaders but they're either abandoned, not suitable for production, or ridiculously expensive.

Buying second hand is relatively cheap - often under £50. But eInk screens can be brittle, and older ones may have scratches or cracks which are effectively unrepairable.

How cheap is cheap?

I'd love a £8 eReader. Something I could throw in a pocket and not worry about damaging. An eReader which was the same price as a hardback book - around £20 - would be amazing.

But I don't think we'll get there soon. The monopoly on screen technologies sets a retail floor of around £30, before the rest of the hardware is taken into account. Niche hardware is viable - but only with decent OS support. Other than Kobo and Amazon, no book retailer wants to stray outside their core competency to develop and subsidise hardware.

So I guess it's buy second-hand, or wait for the patents to expire.