- Main Contents: display module, circuit, cost competitiveness, supply chain analysis
- Report Composition: In-depth Report (PDF), BOM Cost & SCM report (EXCEL), high-resolution Image Zip File
In late 2010, a large bookstore chain in the United States, Barnes & Nobles (hereinafter BN) introduced a TFT-LCD-applied ebook reader, 'Nook Color.' BN who considered that they were behind Amazon in the E-ink-based ebook reader market introduced a low-cost table PC of its own brand as promoting the advantages of being able to provide not only black and white ebook contents but also color and video, App., and so forth. However, they could not draw a big response due to somewhat lesser performance and the lack of killer contents.
In 2011, by the release of Amazon 'Kindle Fire,' the ‘Nook Tablet’ that an existing ‘Nook Color’ is upgraded has been released. In the mainstream table PC market surpassing US$500, a low-cost tablet market of US$200 level was opened. Displaybank analyzed the structure, cost, and major component supply lines of 'Nook Tablet.' Though its selling price was set at US$249, approximately US$50 higher than that of actual 'Kindle Fire,' our analysis has found that it is not a structure that can generate a large profit with the sale of the device itself.
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