e-reader display trend - cnblogs.com · china mobile,vodafone, verizon and softbank build up the...
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ee--Reader Display TrendReader Display Trend
1
ee--Reader Display TrendReader Display Trend
Floria Weng
2009/12/11
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ee--Paper Application: ePaper Application: e--readerreader
Bookeen: Cybook
Amazon: Kindle
22SONY: Reader
eREAD: stareBOOK
Jinke: Hanlin eReader
iRex: iLiad Book
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ee--Paper Application: OthersPaper Application: Others
SEIKO: WatchElectronic Shelf Labels
33
Citizen: Clock
Lexar; JumpDrive MercurySamsung AliasTM 2
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ee--paper paper comes closer comes closer
Flexible e-Paper on Its Way
Fujitsu's colour e-paper
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Target Applications of eTarget Applications of e--PaperPaper
2001~2004 Technology Development
2004~2007 Application Study
2007~2009 Supply Chain build-up
2009 ~Brand
Color
A3 size
Information Banner (2005 Fujitsu)Shelf labelsPricer, SES (2005)
55
Monochrome
Sm
all
Larg
e
A4 size
eeee----Reader Reader Reader Reader (2004 Mono /Matsushita)(2006 w/ TP by Sony)(2007 Fujitsu / Color)
Watch(2005 Seiko)、
clock(2005 Citizen)
MP(2006 Moto)
ePayePayePayePay、、、、MP3..MP3..MP3..MP3..
Information Display (2005 Citizen)
News wall (2005 NEC)
Monochrome e-Ink (2006 bendable;2007 standardize the size of A7、A5、A4、A3 by
Bridgestone)
5”~10”
Data: Orisetech PM&P Dept.
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四種當紅四種當紅四種當紅四種當紅四種當紅四種當紅四種當紅四種當紅 EE--paperpaper 顯示技術與開發廠商顯示技術與開發廠商顯示技術與開發廠商顯示技術與開發廠商顯示技術與開發廠商顯示技術與開發廠商顯示技術與開發廠商顯示技術與開發廠商
電氣泳動技術電氣泳動技術電氣泳動技術電氣泳動技術 電濕潤技術電濕潤技術電濕潤技術電濕潤技術 MEMS 膽固醇液晶膽固醇液晶膽固醇液晶膽固醇液晶
主要顯示器技術及廠商
ElectrophoreticMicrocapules
ElectrophoreticMicrocup
ElectrophoreticQR-LPD
Eletrowetting IMOD-mirasolDMS
Cholesteric Liquid Crystal
E ink為元太買下,供應鏈成熟、最先市場商品化
Sipix友達持股 60% 華映、勝華合作
Bridgestone台達電合作
Liquavista從Philips spin off出來
QualcommPixtronix
Fujitsu、FujitsuXerox、Kent Display
優點 1.目前市佔率最大2.規模經濟最佳3.
1.可彩色化(帶電顆粒染色)
2.
1.在Electrophoretic技術中,反應速度
1.易彩色化2.反應速度較電氣
1.易彩色化2.反應速度最快
1.可彩色2.LC但不須貼偏光
66
3.可繞化4.Roll-to-Roll生產
2.可繞化3.Roll-to-Roll生產
最快2.可繞化3.Roll-to-Roll生產
泳動快3.可繞化
片3.可繞化
缺點 1.彩色須加入彩色濾光片,會降低反射率
1.較差的白色顯示2.反應速度慢
1.彩色須加入彩色濾光片
2.Image sticking需改善
未有量產實績 1.製程較複雜2.不易做成可饒化
白色顯示較差
主要終端廠商
Amazon.com、Sony、Casio、Hitachi Mobile Communications、凸版印刷]
Toppan Forms、NTT DoCoMo
Ichida、Hitachi LGE Fujitsu
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EE--ink (PVI)ink (PVI)
� E-Ink
� Microcapsules
– Electrophoretic
� E-book existing user
– Amazon: Kindle
– iRex: iLiad
77
– iRex: iLiad
– SONY: Leader
– Bookeen: Cybook
– Jinke: Hanlin eReader
– eREAD: STAReBOOK
Source: E-ink Web
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Sipix (AUO)Sipix (AUO)
� Sipix
� Microcup
– Electophoretic
� AUO is the major share
holder now
� AUO 6” and 9” will start to
88
ramp up soon
Source: Sipix Web
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Bridgestone (Delta)Bridgestone (Delta)
Electronic Liquid Powder
� Bridgestone
� Electronic Liquid powder
– Electrophoretic
– QR-LPD
� Business start from ESL
99
Source: Bridgestone Web
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Eletrowetting (Liquavista)Eletrowetting (Liquavista)
� Electrowetting
� Starting from Philips
Research Labs
With Color Filter
1010
Liquavista提出的電濕潤顯示器顯示原理
With Color Filter
Cyan, magenta, yellow stacked
R,G,B inkject printing
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Cholesteric Liquid Crystal (Fujitsu)Cholesteric Liquid Crystal (Fujitsu)
� Cholesteric LC
� Kent Display is the major player
� Color with 3-layers stack
1111
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IMOD (Qualcomm)IMOD (Qualcomm)
� IMOD (Interferometric MODulation)
� mirasol Display
� A MEMS base reflective display
– Easy to achieve colorful
– Fast response
1212
– Fast response
Source: Qualcomm Display Web
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DMS (Pixtronix)DMS (Pixtronix)
� Digital Micro Shutter™
Technology
� Advantage
– Low power,
– High speed light modulation
1313
– Proven MEMS shutter durability
– Digital TFT Backplane
– Color with highly efficient field
sequential
– Utilizes existing TFT-LCD equipment,
processes and materials
� Disadvantage
– Transmissive majorly
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LTPS + MIP (Sharp, Sony, TPO)LTPS + MIP (Sharp, Sony, TPO)
� LTPS+MIP
� Advantage
– Lower driving voltage
– Fast response
– Can show video with full color
– Existing LTPS process
� Disadvantage
1414
� Disadvantage
– Reflectance is lower but acceptable
– Hard to process to be the paper white.
Normal mode 6bitRGB
MIP mode / 8 colors no backlight
Data: Y2007 SID TOP Press release
Reflective mode 64 grayscale
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ee--Paper Paper 與與與與與與與與 TFTTFT--LCD LCD 技術各有優劣技術各有優劣技術各有優劣技術各有優劣技術各有優劣技術各有優劣技術各有優劣技術各有優劣
� 以圖書出版角度評估以圖書出版角度評估以圖書出版角度評估以圖書出版角度評估,,,,
� LCD 若能降低耗電問題若能降低耗電問題若能降低耗電問題若能降低耗電問題,,,,色彩上還是贏色彩上還是贏色彩上還是贏色彩上還是贏 e-Paper 。。。。電子紙技術電子紙技術電子紙技術電子紙技術(以電泳式為例以電泳式為例以電泳式為例以電泳式為例) TFT-LCD
色彩 黑白為主,彩色須加彩色濾光片 色彩表現已相當成熟、全彩、廣色域
大型化可能 目前集中於中小尺寸應用 廣布各種尺寸領域
背光模組 不須背光模組 需背光模組
耗電 超低耗電性(記憶性),(拓樸:大約為 TFT_LCD 1/21) 可藉由MIP+反射式來競爭
重量 可以選用塑膠基板與少了背光模組重量( 多背光模組的重量勝勝勝勝
勝勝勝勝
勝勝勝勝
勝勝勝勝
勝勝勝勝
151515
重量 可以選用塑膠基板與少了背光模組重量( 多背光模組的重量
反應速度 反應速度慢 反應速度快
厚度 少掉背光模組的厚度 多背光模組的厚度
視角 廣 窄
環保 節省紙張消耗 由 CCFL 轉往 LED 光源應用
價格 電子紙模組報價約為 60 美元(佔e reader成本 30 %,為e reader最大的成本) DVD 面板報價為13美元(7吋)
可繞式 可採用塑膠基板 玻璃基板
上下游廠商 少,但是台灣掌握電泳技術多數 已經十分成熟,(設備、零組件供應確立)
應用 反射式,適用在陽光下閱讀及長時間閱讀 動畫應用 勝勝勝勝
勝勝勝勝
勝勝勝勝
勝勝勝勝
勝勝勝勝
勝勝勝勝
勝勝勝勝
勝勝勝勝
勝勝勝勝
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ee--PaperPaper 技術引導技術引導技術引導技術引導技術引導技術引導技術引導技術引導 ee-- readerreader 趨勢趨勢趨勢趨勢趨勢趨勢趨勢趨勢::::::::彩色彩色彩色彩色、、、、可繞性可繞性可繞性可繞性、、、、太陽能太陽能太陽能太陽能彩色彩色彩色彩色、、、、可繞性可繞性可繞性可繞性、、、、太陽能太陽能太陽能太陽能
Touch Flexible Solar
2008~2012 技術趨勢
2008 2009 2011 20122010
Color
1616
技術主軸:Color,2010 MP廠商如下
友達量產 Sipix 電子紙,觸控為標準選項 (林口廠)
Bridestone 開始測試 QR-LPD 可繞式彩色電紙紙4.96’’ A3
Q1
元太 MP 觸控、9.7 吋、軟性基板電子紙
Bridgestone 開始出貨 OR-LPD 黑白電子紙
Q2
Fujitsu MP 膽固醇液晶彩色電子紙
Qualcomm MPMirasol 彩色電子紙
Q3
元太 MP 4096色彩色電子紙
Q4
16
2010
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ee--Paper Market ScalePaper Market Scale
� According to 4 market research institutions information
� The e-Paper market scale will be more than 1 billion. That is 5 times of
Y2009 market scope.
� The market scale will be 18 times of Y2009 and the CAGR will be 27.3%*
Market Research/ USD Billion Y2013 (E) CAGR
isuppli 2.8
Prime View International 3.0
1717
Displaybank 1.047 37.66%
Displaysearch 3.623 27.3%
Data: iSuppli、Prime View International、Displaybank、Displaysearch
* Displaybank’s CAGR is 37.66%
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ee--Paper Major Market is ePaper Major Market is e--Reader Reader
� e-Reader market scale will be USD171 million in Y2009
� e-Reader is e-Paper major application and shares more than86%
shipment of e-Paper.
� Something Change::::End customer need color display for e-Paper and that will be replaced by any handheld device.
1818Source :左圖 Displaybank ,拓璞產研所9809,玉山投顧9809綜合整理 ; 右圖: Displaybank
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ee--ReaderReader Grows RapidlyGrows Rapidly
� e-Reader shipment forecast will be 7.16 Million units in Y2010 and 27Million units in Y2013
1919資料來源:Digitimes 981029 ,拓璞980829,isuppli 9808
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� Amazon Kindle dominated the major share in the market.
� Due to more and more IT brand maker join this market, the Kindle
market share is slipping.
� e-Reader major market: U.S. and Japan
ee--ReaderReader Market OutlookMarket Outlook and Forecastand Forecast
2020
資料來源資料來源資料來源資料來源::::Digitimes 20091029 預估預估預估預估
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ee--ReaderReader Major Market is U.S.Major Market is U.S.
� e-Reader market still grows � e-Reader share by Area
((((百萬美元百萬美元百萬美元百萬美元))))
2121
Source:outshell,Inc. 2009.08
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Asia Market OutlookAsia Market Outlook
� Fujitsu launch FLEPia e-Reader with color e-Paper in Japan market.
� China is the major market of e-Reader and they focus on government
biding project.
� China Mobile try to promote their own brand e-Reader with 3G mobile
system.
� Purpose:That will be the killer 3G mobile application
� Advantage:China Mobile focus on the vertical integration. From the hardware
2222
� Advantage:China Mobile focus on the vertical integration. From the hardware
design to content provided, they plan for the total solution.
– W/ electrophoretic display: That is not the mobile phone only but also e-
Reader
– Alliance: China Mobile CEO Mr. Wang said「e-Reader比手機更適合長時間閱讀」.
China Mobile,Vodafone, Verizon and Softbank build up the Joint Innovation Lab;JIL.
Hon-Hai join the alliance to be the SI vender.
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ee--Book Speeds the Printing VanishedBook Speeds the Printing Vanished
� Hachette CEO Arnaud Nourry said ’Printing industry will be
vanished by e-Book’
� Y2010: Digital copy publishing will equal to hard copy
� Y2018: More than 50% publishing houses believe that the revenue from
digital copy will more than hard copy
� Y2020: Digital publishing market share will be 65% in publishing
美國數位圖書市場銷售額仍不到整體美國數位圖書市場銷售額仍不到整體美國數位圖書市場銷售額仍不到整體美國數位圖書市場銷售額仍不到整體 5%,,,,但成長快速但成長快速但成長快速但成長快速
2323
資料來源:大標:英國金融時報 9809,第一三行 Andrew Tribute 研究資料、第二行 Frankurt Bookfair 調查圖 : In-stat 2009/06
美國數位圖書市場銷售額仍不到整體美國數位圖書市場銷售額仍不到整體美國數位圖書市場銷售額仍不到整體美國數位圖書市場銷售額仍不到整體 5%,,,,但成長快速但成長快速但成長快速但成長快速
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Textbook is the Potential Market Textbook is the Potential Market
� There are more than USD6 billion market scale in US textbook market.
2424
AAP,Education Market Research
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The eThe e--Book market in TaiwanBook market in Taiwan
� Taiwan Department of Executive plan to invest NTD 2.1 billion
into the digital content industry within next 5 years on 3th DEC,
2009.
� Target:
– Encourage the market achieve the revenue of 100billion
– Taiwan textbook market is 8.2 billion per year
2525
國小
國中
國小
國中
國小
國中
0
10
20
30
40
50
60
70
80
單
位
:
新
台
幣
億
元
教科書 參考書 總市場量
Source: 康軒康軒康軒康軒(2009)、、、、經濟部經濟部經濟部經濟部
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The eThe e--Book market in KoreaBook market in Korea
� Book on-line shopping already dominated 32% market
share in publish industry in Y2008.
� The digital content is very popular in teenage and the TTL industry
revenue is 130billion KWN
� The success factor of digital publish in Korea market::::
� Profit is shared by publishing house, writer and channel distributor.
2626
� Profit is shared by publishing house, writer and channel distributor.
– Publishing house will digitalize the content.
– Author is the copyright owner.
– On-line shop or website owner is the distributor.
資料來源:北京《人民日報》韓國文化體育觀光部圖書出版課事務官河在烈駐韓國記者莽九晨 2009/10/23
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ee--ReaderReader Product in MarketProduct in Market
Year MakerE-Book (The yellow column is the popular model)
Function
2004SONY Librie’ 觸控
Panasonic ∑book
2005
SONY PRS 500 觸控
南開津科 瀚林
廣州金瞻 易博士
2006
宜銳科技 STAReBook
SONY PRS 505 ($269) 觸控
iRex iLiad
The major function of
e-Reader
� The major size is 6” and
next generation will be 9”
� Technology:
electrophoretic display
2727
iRex iLiad
2007
Amazon Kindle 1 ($299) 無觸控
Bookeen CyBook
Ganaxa GeR2
2008SONY PRS 700 觸控
iRex Digital Reader 1000
2009
Amazon Kindle 2 ($259) 無觸控,可上網
Foxit Software eSlick
Hanvon N518 ($399)
Amazon Kindle DX ($489) 無觸控,可上網
未上市 ASUS E reader ($167) 觸控、可上網
銷售限日本 Fujitsu ELEPia ( 約 $1050) 觸控、可上網、唯一彩色唯一彩色唯一彩色唯一彩色
27
� Weight: 200~ 250g
� Thickness:Amazon、
Sony’s model will be
10mm
� Touch and WiFi are
necessary
� Fujitsu had color display
model in market.
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Why Kindle (Why Kindle (TTL shipment 1.8KK in Y2009)TTL shipment 1.8KK in Y2009)
Product (產品產品產品產品)
1.Kindle store 平台書籍數量超過超過超過超過 36 萬本萬本萬本萬本
2.與 Sprint 合作的 3G 無線傳輸,涵蓋 100 國家
3.可以上網至Amazon 或 Kindle store 1 分鐘可下載
完一本數位圖書內容,快速方便快速方便快速方便快速方便。
4.儲存容量:Kindle DX 3000 本書
Price (價格價格價格價格)
1.免費免費免費免費的無線 3G 寬頻下載服務,使用者不需再付
數據傳輸費。
2. 與實體紙本書相較與實體紙本書相較與實體紙本書相較與實體紙本書相較,,,,價格便宜許多價格便宜許多價格便宜許多價格便宜許多。因為在
Kindle 付費下載一本數位圖書內容均一價 9.99 ,
以名著 Lost Symbol 為例,在 Kindle 下載僅需
9.99 美元,但實體紙本書需 16.47 美元。
紐約時報每月14美元(紙本45美元)Kindle 電子閱讀器
行銷 4P
關鍵性成功因素
2828
Place (通路通路通路通路)
1.Kindle store 、 Amazon 操作方式皆與 Kindle
一樣 ,可互相廣告,產生綜效
Promotion (促銷促銷促銷促銷)
1.Kindle store 上之數位圖書內容與實體書同日發行,
創造話題。
2.社群聯結:可以直接在 Kindle 閱讀器上進行書籍
評論,並且張貼在 Amazon 網站該書籍中。最棒
的是,這些功能均可脫離電腦運作
關鍵性成功因素
(平台、內容、無線下載)
資料來源:英國金融時報 20091010、Amazon、瑞士信貸 (Credit Suisse ) 200909
註:瑞士信貸 (Credit Suisse ) 預估 Kindle 年度出貨量將由 2009 年的 180 萬台 (佔e reader閱讀器市場 6 成),成長至 2013 年的 640 萬台
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Focus on Niche Market and TextbookFocus on Niche Market and Textbook
� Niche Market::::� Arinc’s「eflybook」is the e-flyer in aircraft for on-line shopping。
� Emano Tec’s「MedTab」is for the medical market
– 8.1” 1024x768 E-ink
– That is target for EMS(電子病歷)、EHR(電子健康資訊系統),
– Finger print recognition Security
– Packet size for Doctor’s Jacket
� For textbook market:
2929
� For textbook market:� Princeton Experience is the lesson learnt
0
200
400
600
2008 2009 2010 2011$US(Millions)
e-reader target Marketcosumer Education Professional
Source:outshell,Inc. 2009.08、20091010聯合新聞網
Amazon 老闆 Jeff Bezos,為美國名校普林
斯頓大學 1986 年校友,今年夏天贈送 50
台 Kindle DX 閱讀器給母校實驗教學使用。
優點優點優點優點 缺點缺點缺點缺點 (整體評價整體評價整體評價整體評價::::緩慢或不具有紙本功能緩慢或不具有紙本功能緩慢或不具有紙本功能緩慢或不具有紙本功能)
1.查詢關鍵字很快,
2.可以用聽的來吸
收內容。
螢幕可視角度不佳,色彩不足, 閱讀不舒適、
學生喜歡貼標籤不方便,配合閱讀器的顯示
尺寸,原書的頁碼全被替換成位置編號
、無法快速翻頁、無法把一頁撕掉放到另一
本裡…….,
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ee--ReaderReader Price Trend: Jumps downPrice Trend: Jumps down
� Cost down:
� In-Stat : Due to several display technology will be more mature for e-Reader
application, the e-Reader will suffer the competition and lower the price from
Y2010 to Y2012 (The bom cost will lower 23% during 2009~2013)
� Competitors join: Major IT makers jump in the e-Reader market
� IT brand, Channel, publishing house and internet service provider jump in the
rapidly growth market.
3030
Source: 拓墣拓墣拓墣拓墣 2009/8; In-stat 2009/06
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Cost drops downCost drops down
模組占模組占模組占模組占 e-Reader 成本最大比例成本最大比例成本最大比例成本最大比例,,,,
但但但但 模組價格漸趨便宜模組價格漸趨便宜模組價格漸趨便宜模組價格漸趨便宜,,,,是是是是 e-
Reader 價格下降推力之一價格下降推力之一價格下降推力之一價格下降推力之一。。。。
3131
資料來源資料來源資料來源資料來源::::拓墣產研所拓墣產研所拓墣產研所拓墣產研所 2009/08;;;;Asus
到今年到今年到今年到今年 AUS Eee reader 之之之之
模組成本已經降達模組成本已經降達模組成本已經降達模組成本已經降達 60 美元美元美元美元
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Challenge of Challenge of ee--ReaderReader� Netbook:
� 電池續航力已提升到 12hrs, 足夠一天的在外使用
� 可提供全彩顯示, 符合多數圖書出版趨勢
� 可播放Video, 可滿足多功能使用及互動學習
� 價格較低
� Tablet PC
� 包含所有 Netbook的優點
� 符合一般人做筆記的習慣
3232
� 符合一般人做筆記的習慣
� Smart phone
� 無需增加攜帶額外的設備
� Display resolution已大幅提升
� Kindle & Google已有已有已有已有Support PC, Smart phone等設備的數位圖書等設備的數位圖書等設備的數位圖書等設備的數位圖書Download service
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維基百科中整理的各式維基百科中整理的各式維基百科中整理的各式維基百科中整理的各式維基百科中整理的各式維基百科中整理的各式維基百科中整理的各式維基百科中整理的各式ee--ReaderReader
� Wiki’s List of e-Book readers
� 當中可以看到的資訊 -- e-Reader 競爭者及替代者眾競爭者及替代者眾競爭者及替代者眾競爭者及替代者眾
� 大廠競相投入:
– 3C 廠、手機廠、電信業者、網路業者
� e-Reader 基本配備:
3333
e-Reader 基本配備:
– Touch、MP3、pdf 可讀、epub 最 popular
� Device using a LCD screen(依然是 e-Reader):
– TFT Transflective screen
– TFT Color Screen Touch Panel
� Mobile text viewers (不是e-Reader)
– Portable multimedia players
– Smart phones
33資料來源資料來源資料來源資料來源:::: 維京維京維京維京 百科百科百科百科 http://en.wikipedia.org/wiki/E-book_device
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消費者的使用習慣消費者的使用習慣消費者的使用習慣消費者的使用習慣消費者的使用習慣消費者的使用習慣消費者的使用習慣消費者的使用習慣
� JISC National e-Books Observatory� 36 課本,127 英國高等學術單位,2 份調查共 48,000 樣本
� 76.4% 每個月搜尋 1 本以上的 e-Book
� 37% 每個月搜尋 3 本以上的 e-Books
� 60% 使用 e-Books
– Via Library (46%)
– Free via Internet (43%)
3434
– Free via Internet (43%)
– Purchased e-Reader (5%)
� 消費者行為消費者行為消費者行為消費者行為::::
� Amazon 表示:購買 Kindle 後,使用者購書量增為 3.1倍
� Sony 表示:數位圖書使用者平均每月自數位圖書館借出 8 本
����實體書籍數位化的可能性高實體書籍數位化的可能性高實體書籍數位化的可能性高實體書籍數位化的可能性高
����一般閱讀者不在乎一般閱讀者不在乎一般閱讀者不在乎一般閱讀者不在乎 e-Reader 無法做筆記無法做筆記無法做筆記無法做筆記, 但教科書需要但教科書需要但教科書需要但教科書需要
����問題在價格問題在價格問題在價格問題在價格。。。。e- reader 價格若下降價格若下降價格若下降價格若下降,,,,購買量將大增購買量將大增購買量將大增購買量將大增
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消費者的反應消費者的反應消費者的反應消費者的反應消費者的反應消費者的反應消費者的反應消費者的反應————————熱銷機種熱銷機種熱銷機種熱銷機種熱銷機種熱銷機種熱銷機種熱銷機種
Amazon Kindle 2 ($360; £240)380,000 – 500,000 units *
Sony Reader $350 / £230250,000 - 300,000 units *
2008 Estimates
3535
iRex iLiad $700 / £47010,000 – 50,000 units
Apple iPhone/iPod Touch + Stanza (free app)
結至2009/09月2,000,000 downloads (5,000 per day) ***
Sources: * DIGITIMES, Citigroup estimates, Outsell estimates** Outsell estimates*** Lexcycle, producer of the Stanza applicationTypical prices shown for latest models; may vary depending on supplier
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ee--ReaderReader 未來可能未來可能未來可能未來可能未來可能未來可能未來可能未來可能 featurefeature –– NBNB ee--ReaderReader
� 華碩華碩華碩華碩 Eee Reader –人稱人稱人稱人稱 Kindle Killer
� 備有部分備有部分備有部分備有部分 NB 的功能的功能的功能的功能::::
– 全彩螢幕,喇叭、攝影鏡頭,和 Skype 麥克風,可撥打便宜的網路
電話。其他品牌如「手機書 - Readius」,可 3.5G 上網、可以當手
機通話,除了打電話、接電話之外,還可以收發簡訊。
� 外型可像書一樣翻開外型可像書一樣翻開外型可像書一樣翻開外型可像書一樣翻開::::
3636
� 外型可像書一樣翻開外型可像書一樣翻開外型可像書一樣翻開外型可像書一樣翻開::::
– 一邊的螢幕看書(用觸控螢幕翻頁),
– 另一邊的螢幕用來瀏覽網頁。
– 其中一個螢幕也能用作虛擬鍵盤。
� 比競爭者低很大的價格比競爭者低很大的價格比競爭者低很大的價格比競爭者低很大的價格::::
– 猜測華碩經濟型的 e-Reader 定價 163美元
– Amazon 最便宜的 Kindle II,299美元,8 吋螢幕
– Sony Reader Pocket (最新款,於 8月底發表)199美元,5 吋螢幕。
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Enlarge the Display of eEnlarge the Display of e--ReaderReader
Amazon Kindle Dx ($489; £340)9.7” screenNewspapers, e.g. NYT, subsidise devices
iRex 1000 $649 / £59910.2” screen;
3737
10.2” screen; Stylus & annotation
Plastic Logic $350 / £23013.0” screen (A4); gesture interfacePublisher Program – e.g. Hearst, FT
Source:outshell,Inc. 2009.08
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Book Publishing Major SizeBook Publishing Major Size菊菊菊菊 版版版版 紙紙紙紙 張張張張 開開開開 數數數數 大大大大 小小小小
Book size segment Display Size開 數 台 寸 英 吋 in 公 釐 mm
全 紙 29 x 20.9 35 x 25 888 x 634
對 開 20.9 x 14.7 25 x 17.5 634 x 444
3 開 20.9 x 9.75 25 x 11.625 634 x 295
4 開 14.7 x 10.45 17.5 x 12.5 444 x 316
5 開 20.9 x 5.9 25 x 7 634 x 178
5 開 11.3 x 9.6 13.5 x 11.5 343 x 290
6 開 14.5 x 9.6 12.5 x 11.5 316 x 290
6 開 20.9 x 5.65 25 x 6.75 634 x 171
8888 開開開開 14.5 x 7.3 12.5 x 8.75 316 x 222 Mook/ Magazine/ Textbook 15"~16"
38
8888 開開開開 14.5 x 7.3 12.5 x 8.75 316 x 222 Mook/ Magazine/ Textbook 15"~16"
8 開 14.7 x 5.2 17.5 x 6.25 444 x 159
10 開 10.45 x 5.9 12.5 x 7 316 x 178
12 開 7.3 x 7 8.75 x 8.375 222 x 213
15 開 6.9 x 5.9 8.25 x 7 210 x 178
16 開開開開 7.3 x 5.2 8.75 x 6.25 222 x 159 Textbook 11.6"
18 開 9.6 x 3.5 11.5 x 4.125 290 x 105
18 開開開開 6.9 x 4.8 8.25 x 5.75 210 x 145 Major trend in printing book 10.1"
20 開 5.9 x 5.2 7 x 6.25 178 x 159
24 開 5.2 x 4.8 6.25 x 5.75 159 x 145
25 開開開開 5.9 x 4.2 7 x 5 178 x 127 Major trend in handy book 8.6"~8.9"
30 開 5.9 x 3.5 7 x 4.125 178 x 105
32 開開開開 5.2 x 3.65 6.25 x 4.375 159 x 111 Pocket book for transportation 6"
資料來源資料來源資料來源資料來源:::: Orise Jim Yang
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Book and Display Size Mapping Book and Display Size Mapping
Magazine/ MookTextbook Literature-1
25K =8.9”
Handy book
39
8K= 15.2” 18K =10.1”12K= 11.6”
25K =8.9”
Pocket book
32K =6”
資料來源資料來源資料來源資料來源:::: Orise Jim Yang
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Detailed study of the textDetailed study of the text
� Why should a person step into the past to get an idea of what the future might bring?
資料來源資料來源資料來源資料來源:::: Orise Jim Yang
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ee--Reader Industry mapReader Industry map
4141資料來源:bizjournals 9809
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台灣有相對全球完整的台灣有相對全球完整的台灣有相對全球完整的台灣有相對全球完整的台灣有相對全球完整的台灣有相對全球完整的台灣有相對全球完整的台灣有相對全球完整的 ee--Reader Reader 供應鏈供應鏈供應鏈供應鏈供應鏈供應鏈供應鏈供應鏈
Electronic Ink
E Link (元太)Sipix (友達)
IC Devices
CPUMemoryTCOM
Driver, etc
Panel Module
元太、鴻海
華映、勝華、台達電 (與
Hardware Solution
元太(併購 Eink後市佔率達 90%)、
鴻海
系統廠系統廠系統廠系統廠
鴻海(Amazon)
品牌品牌品牌品牌
Sony、Amazon
iRex、宜銳、
42
Sipix (友達)Bridgestone
Fujitsu Driver : 晶門、旭曜Controller :
Epson其他供應商
台達電 (與Bridgestone合作)、友達
金像電(Amazon
PCB 供應商)
HitachiFujitsu
佳士達(友達代工組裝夥
伴)其他模組廠
Sony、iRex、振耀、宜銳、
Franklin、Fujisu、LGD
翰林、Fujisu、Asus、
LGD、中華電信、遠傳
42
• 中華電信結合宏達電中華電信結合宏達電中華電信結合宏達電中華電信結合宏達電、、、、微軟微軟微軟微軟、、、、蘋果等蘋果等蘋果等蘋果等 Smart phone大廠大廠大廠大廠,,,,以及天下以及天下以及天下以及天下、、、、城邦城邦城邦城邦、、、、角川角川角川角川
等八大出版商等八大出版商等八大出版商等八大出版商,,,,進軍進軍進軍進軍 e-Book市場市場市場市場,,,,要在要在要在要在 Smart phone上上上上,,,,直接下載內容直接下載內容直接下載內容直接下載內容。。。。
• 遠傳遠傳遠傳遠傳、、、、誠品書店與三立電視台預備明年在誠品書店與三立電視台預備明年在誠品書店與三立電視台預備明年在誠品書店與三立電視台預備明年在 iphone 上推出上推出上推出上推出「「「「Hami書城書城書城書城】】】】
資料來源資料來源資料來源資料來源::::各大廠商各大廠商各大廠商各大廠商、、、、 Orise PM 部門部門部門部門
![Page 43: e-Reader Display Trend - cnblogs.com · China Mobile,Vodafone, Verizon and Softbank build up the Joint Innovation Lab ;JIL. ... Digital copy publishing will equal to hard copy Y2018:](https://reader033.vdocuments.site/reader033/viewer/2022043023/5f3f398f0437f8256720c8e3/html5/thumbnails/43.jpg)
友達優勢友達優勢友達優勢友達優勢友達優勢友達優勢友達優勢友達優勢
� 優勢優勢優勢優勢
� 入股 Sipex flim掌握上游技術資源 ,確保電子纸來源。
� 面板產能足夠,集團資源奧援
� 內嵌觸控式 in cell touch panel 技術(已列為電子紙基本配備)
� 背景資料背景資料背景資料背景資料
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� 背景資料背景資料背景資料背景資料
� 1月:友達宣佈透過100%持有的康利投資及隆利投資與美國 SiPix Imaging Inc.簽訂投資協議(合計投資 3000萬美元,取得31.58%股權。
� 7月:法說會上友達罕見對電子纸佈局說明
– 產品:現有6吋、9.7吋產品,未來將朝 10 吋以上發展。
– 產能規劃:G5- e-Reader G4- 電子標籤第三季量產
![Page 44: e-Reader Display Trend - cnblogs.com · China Mobile,Vodafone, Verizon and Softbank build up the Joint Innovation Lab ;JIL. ... Digital copy publishing will equal to hard copy Y2018:](https://reader033.vdocuments.site/reader033/viewer/2022043023/5f3f398f0437f8256720c8e3/html5/thumbnails/44.jpg)
SummarySummary
� 一個專用的電子閱讀設備市場將會出現一個專用的電子閱讀設備市場將會出現一個專用的電子閱讀設備市場將會出現一個專用的電子閱讀設備市場將會出現。。。。
� 全球 e-Reader 預計 2009 銷年售量預計約 358 萬台。
� 因色彩和售價的限制因色彩和售價的限制因色彩和售價的限制因色彩和售價的限制,,,,當電腦同時具有輕薄與續航力長的優點時當電腦同時具有輕薄與續航力長的優點時當電腦同時具有輕薄與續航力長的優點時當電腦同時具有輕薄與續航力長的優點時,,,,e-
Reader 各類電子設備功能將整合至各類電子設備功能將整合至各類電子設備功能將整合至各類電子設備功能將整合至 Smart Phone 或或或或 NB
� 證據
– Smart phone : 僅計算用於 iPhone 和iPod Touch的 Stanza 應用程式,
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– Smart phone : 僅計算用於 iPhone 和iPod Touch的 Stanza 應用程式,
去年夏季以來的下載量已經超過了200萬人次。(Kindle到2009/8的銷售
量約90萬台)
– JISC National e-Books Observatory survey 中僅 5% 購買 e-Reader
� 市場結論市場結論市場結論市場結論::::替代品眾替代品眾替代品眾替代品眾,,,,競爭者眾競爭者眾競爭者眾競爭者眾,,,,潛在進入者多潛在進入者多潛在進入者多潛在進入者多