E Ink eyes 30m e-book reader sales in 2011

Big demand from Xmas prezzie buyers with tight purse strings?

Amazon Kindle 3

Amazon may be about to launch a Kindle-branded Android tablet, but that hasn't stopped E Ink saying it expects 25-30m old-style e-book readers to ship in 2011.

Most will wing their way from Asian factories in Q4 as the increasing presence of the e-book persuades punters to pick up low-cost e-book readers as Christmas presents.

In these financially restrained times, consumers may well forego expensive tablets in favour of cheap e-book readers like the Kindle, especially when buying for others.

Market watcher IDC puts the total number of e-book readers shipped in H1 2011 at just under 11.4m units, and, according to insiders cited by DigiTimes, E Ink says H2 shipments will be 1.5 times H1's total.

That's 28.5m, based on IDC's figures - in the middle of E Ink's forecast range. ®

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