Why we are in the queue for the Que

Two years ago we were asked to help define the content management strategy and then help in the high level specification of the end to end delivery system for a fascinating product, which is now now nearing market launch - Plastic Logic's Que e-Reader.

So, thats the disclosure out the way (and no one handed us a press release today for what its worth, nor has anyone given us a Que to play with recently, and most certainly no one has paid us to say this) but what follows I would say anyway - ie we would queue for the Que.

This is mainly because it is based on next-generation technology, and offers a step change in user experience to the current end-of-3rd generation products. What this means is that the size of page, weight of device, brightness and contrast are significantly better than current offerings and give a near "order of magnitude" better experience overall.

Now clearly success in a market is more than just the device, and current players will respond, but the arrival of such 4th generation systems guarantees a step change in the market. (And the obvious risk for all players is an Apple entrant, complete with content-to-device integrated but proprietary supply chain - iBook, anyone?)

Also, if we were hypothesising about the future market, powerful e-Readers will enter into the competition for "final mobile multimedia end device" with netbooks, smartphones and next generation Tablets.

2010 should be an interesting time.....