E-book readers have, for the first time ever, been allocated their own designated area in this years Consumer Electronics Show (CES) in Las Vegas. There are at least two dozen manufacturers showing off their latest e-book readers at the event, so the move makes a lot of sense.

The increased level of awareness, both on the part of electronics manufacturers and the public, is quite understandable. 2009 was a great year for e-book readers and all the signs seem to point to 2010 being even more successful.

Much of the credit for this must, without a doubt, go the Amazon Kindle reader. The launch of Amazon’s Kindle 2.0 in February, rapidly followed by the release of the large format Kindle DX just a few months later in June, garnered a huge amount of publicity for e-book readers in general and the Kindle in particular.

The Kindle quickly went on to become Amazon’s number one selling product and, during the festive season of 2009, the Kindle became Amazon’s most gifted product ever. Sales of Kindle books made up 35% of all book sales (where a Kindle edition existed). On Christmas day 2009, for the first time ever, Amazon sold more Kindle books than traditional books.

By the end of 2009, the e-book reader market was well established and looked set to take off. Amazon has 60% of the US market at this time. Sony trail in second place with a smaller, but very respectable, 35% market share. Obviously, there are now a host of other manufacturers who want to muscle in on this new market. Considering Amazon’s dominance it might appear as if they have a difficult, if not impossible, task – but the market is very new and is likely to change and develop rapidly in the coming months. Massive growth seems likely and it’s not out of the question that the right product, at the right time, could change the rules overnight.

Neither are electronic hardware manufacturers the only businesses with a vested interest in the expansion and development of the e-book reader market. Third party manufacturers of various accessories – covers, chargers, clip on reading lights (e-book readers use e-ink technology displays, which are not back-lit), screen protectors etc. – also stand to gain from a brand new market that simply did not exist until very recently. Currently most of these accessories are aimed at the Kindle reader – but as other readers begin to emerge and increase in sales volume these will also be catered for.

2010 looks set to be another bumper year for e-book readers, and for e-books. The 2011 CES will almost certainly have an area reserved for them, possibly somewhat larger than that allocated in 2010. It will also be interesting to see which manufacturers have entered the market in twelve month’s time (and possibly which have fallen by the wayside).

Check out Amazon’s amazing Kindle reader – and don’t forget you can save a lot of money by getting free Kindle books – straight from the Amazon website.

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