My first e-reader was not a Kindle, but rather a Nook. It had a 6-inch 167 ppi E-Ink display, along with a small LED display beneath it. Equipped with a headphone jack, Wi-Fi, and a music player, it felt revolutionary. It felt like something out of Star Trek, acting as the perfect intermediate device between my smartphone and computer. However, Amazon soon used its significant strength and ability to cross-subsidize its ebook business with its other more lucrative ventures to challenge and overtake Barnes & Noble. As a result, Barnes & Noble’s e-reader division lost its identity and struggled to compete against Amazon’s low-priced e-readers.
Years later, Barnes & Noble is now privately held with a new CEO, James Daunt. Daunt was brought on in 2019 to save the company, as it faced challenges such as high rent for its stores, a decline in sales, and competition from Amazon. Daunt’s vision for the company seemingly contradicts its history as an indie bookstore killer. Instead, he aims to empower store managers and imbue each store with an independent spirit. The Wall Street Journal recently published a profile on Barnes & Noble, highlighting the company’s efforts to compete with Amazon without sacrificing its own identity.
While the profile does not mention the Nook business, this may be for the best. The Nook e-readers, particularly the E-Ink models, appear outdated compared to their competitors. Their designs resemble those from 2012, evoking a sense of nostalgia rather than innovation. To reinvigorate the Nook brand, Daunt launched the Nook Glowlight 4 in 2021, stating his intention to revitalize the product line in the months and years to come. Since then, Barnes & Noble has released four e-readers, including a 10-inch Android tablet made by Lenovo.
The flagship model, the Nook Glowlight 4, offers a slightly higher price point than the Kindle, yet lacks some of the features found in both the Kindle and Kobo devices. However, it does feature page-turning buttons, which some readers may prefer. The Nook Glowlight 4e, priced at $99, also includes page-turning buttons but sacrifices quality, leading to issues with responsiveness. In September, Barnes & Noble plans to introduce the GlowLight 4 Plus, priced at $199. This waterproof device boasts a headphone jack, Bluetooth capabilities, and a front-lit E-Ink display with 300ppi resolution and color temperature control. While it may not match the nostalgia of the original Nook, it offers a more exciting alternative to what Amazon currently offers at a similar price point.
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The Nook lineup offers several features that should be compelling, such as access to library books. However, the process requires a USB cable and Adobe software, which may deter some users. In contrast, Overdrive can send books directly to Kindle devices, and Kobo includes built-in Overdrive functionality. Financially, it is unclear how Daunt’s revitalization efforts are faring for Barnes & Noble. The company likely struggles to attract customers who are already part of Amazon’s ecosystem, given Amazon’s dominance in the ebook market.
In order to compete with Amazon and differentiate itself from competitors like Kobo, Barnes & Noble must offer more than lackluster design and physical buttons. An interesting prospect would be for Amazon to release an Android E-Ink tablet. These tablets have gained popularity in non-US markets, where there is more competition in the e-reader space. They often come with the Google Play Store and offer a variety of e-reader apps to choose from. A notable example is the Onyx Boox series of Android E-Ink tablets. While these tablets have their limitations due to software constraints and slow refresh rates, Barnes & Noble could leverage its excellent app experience to create a more seamless reading experience.
Imagine an e-reader that supports the Barnes & Noble store while also allowing access to a Kindle library, the Libby app for borrowing library books, and the Pocket app for reading bookmarked articles. Amazon and Kobo, in contrast, want customers to stay within their ecosystems and are less flexible in terms of cross-platform functionality. Barnes & Noble, with its emphasis on independent spirit, could use its e-readers to showcase its dedication to individualism, just as its brick-and-mortar stores do.
