E-readers and tablet PCs not yet suitable for subscription packages

Dan Rogers - 09 Jun 2010

Deutsche Telekom, owner of the T Mobile brand, says both e-readers and tablet computers need significant improvement to host digital newspapers and magazines.

The company had previously shown an interest in hosting digital newspapers via a subscription package, in a 2008 trial from the Deutsche Telekom Laboratories called News4me.

However, some the characteristics of e-paper devices made widespread market entry impossible, says Raimund Schmolze, head of the telecom's creation centre and user experience development.

He comments: 'We were looking at e-ink technology for a while, but I think e-ink companies seriously misunderstood what customers wanted in digital media. If you build a display that makes digital media look less exciting than print, then you have a problem.'

It is a contrasting view to other telecoms firms that have spoken to +Plastic Electronics, which see near-term improvements in e-readers and tablet PCs unlocking large digital content markets for newspapers, magazines and other publishing industries.

Deutsche Telekom remains in contact with publishers discussing opportunities and challenges in hosting content in digital format, and the demands placed on hardware included in such a subscription package..

'We're constantly exchanging with publishing houses about print media. We're seeing printing houses picking up this theme and bringing on developments,' says Schmolze.

Customer expectations

While this means Deutsche Telekom is able to continue working on hosting digital content and considering its business models for subscription packages, these conversations are highly informative for device developers too.

And Schmolze suggests that all technologies currently available do not meet customer expectations, and a significant change in approach is needed.

'The device has to be fun, and it has to match intuitive behaviour with user content. With classic e-ink technology, it is a bit difficult to create a product that is a lot of fun to read with,' Schmolze adds.

The alternative for e-reading, the iPad (and successive tablet computers) has been touted by some as a threat to emerging e-readers. However, Schmolze notes that these are equally unsuitable for launching subscription deals.

He remarks: 'The tablet computer doesn't always do what the consumer would be looking for either.'

Flexibility

While Deutsche Telekom has not publicised efforts in the field of e-reading since its 2008 News4me project, the company is still engaging in this market.

As well as fitting the needs of users on the move and being centred on entertainment, Schmolze says a big difference would be made if a device was flexible.

'The next breakthrough is the flexibility of the device itself, as e-ink is still very stiff. We expect this to come in the next couple of years,' he says.

'Consumers value things that do not break, and a flexible device gives the impression that it will not break quickly. In the long-term, we see devices becoming more and more like paper.'

Prime View International (PVI), a TFT panel supplier in Taiwan, is finalising a process for the mass production of flexible e-paper displays for e-readers and other applications. The process exploits frontplane technology from PVI's subsidiary E Ink, integrated with a plastic backplane, produced in standard TFT processes originally developed within Philips. Other developers of flexible e-paper display technology include Plastic Logic and Wistron-owned Polymer Vision. E-paper frontplane supplier Sipix is also working on flexible formats.

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