/cdn.vox-cdn.com/uploads/chorus_asset/file/23660522/svasani_220628_5320_0006.jpg "Barnes & Noble is revamping its identity, except for its e-readers")
My first e-reader wasn’t a Kindle, it was a Nook. It had a 6-inch 167 ppi E-Ink display and a small LED display underneath. It had features like a headphone jack, wi-fi, and a built-in music player. It came out before the iPad and felt like a groundbreaking device. However, Amazon’s dominance in the e-reader market eventually overtook Barnes & Noble, causing them to lose their identity in the process.
Today, Barnes & Noble is privately held and has a new CEO named James Daunt. Daunt aims to transform the company and give it an independent and cool image, differentiating it from Amazon. The Wall Street Journal recently profiled Barnes & Noble’s efforts to compete with Amazon without cannibalizing itself. The article doesn’t mention the Nook business, which is probably for the best, as it lacks the sleek design of other e-readers in the market.
Daunt launched the Nook Glowlight 4 in 2021 with the goal of revitalizing the Nook brand. Since then, the company has released four ebook-reading devices, including an Android tablet made by Lenovo and several E-Ink readers. The flagship Nook Glowlight 4 is slightly more expensive than the Kindle and cheaper than the Kobo, but it offers fewer features. However, it does have page-turning buttons. The Nook Glowlight 4e sacrifices even more to keep its price low, resulting in lower quality. In September, Barnes & Noble plans to release the GlowLight 4 Plus, which is waterproof and includes features like a headphone jack, Bluetooth, and a front-lit E-Ink display with high resolution and color temperature control.
Despite its efforts, Barnes & Noble’s Nook lineup still falls short compared to Amazon’s Kindle ecosystem. The Nook offers access to library books, but the setup process can be cumbersome. In contrast, Kindle users can receive books directly through Overdrive, and Kobo has Overdrive built-in. With Amazon’s dominant market share, Barnes & Noble must find a way to differentiate itself from Kobo and fight for the remaining market share.
One possibility is for Amazon to release an Android E-Ink tablet, as these devices are gaining popularity in markets where Amazon doesn’t have a monopoly. Onyx Boox is one brand that offers Android E-Ink tablets. However, the software experience on these devices can be lacking, as most Android applications aren’t optimized for E-Ink displays.
Barnes & Noble could leverage its app experience to create a more seamless reading experience. Imagine an e-reader that supports the Barnes & Noble store but also allows access to the Kindle library, Libby for borrowing books, and Pocket for bookmarked articles. While Amazon and Kobo want users to stay within their ecosystems, Barnes & Noble could offer more flexibility and cater to users who value independence.
In conclusion, Barnes & Noble’s Nook devices still have room for improvement to compete with Amazon’s Kindle ecosystem. The company needs to find ways to differentiate itself and provide a more seamless reading experience for users.