
Plastic Logic launched its long-awaited e-reader yesterday at the
Consumer Electronics Show in Las Vegas.
QUE, described in
a press release as "the world's first proReader" is a large screen product aimed at business people. For now, it is only available in the US, shipping in April, and there were no details about dates for launches in other countries.
The e-reader measures 8.5 by 11 inches and has a touch-screen 10.7 inch display. It is plastic, and therefore lighter and possibly more durable than a glass screen. Two models are available: 4GB and 8GB. Digital books are being supplied by Barnes and Noble, but selling books is not its primary goal.
It is very much being marketed at business people rather than leisure readers. The press release quotes Plastic Logic CEO
Richard Archuleta who said that "mobile professionals can look forward to a paperless briefcase, a lighter load and a better way to work." It supports reading and annotating documents, and also features a calendar that can import appointments from its owner's computer. It can even display emails, and Plastic Logic will have an app for
BlackBerry phones so that users can wirelessly sync content from their phones,
according to Wired.
Its price is also definitely targeted at professionals: the QUE will be expensive compared to other e-readers on the market: the 4GB version, with wi-fi, USB and Bluetooth, is priced at $649 and the 8GB version, which also includes AT&T wireless, is $799.
Amazon's Kindle DX, in comparison, is $489,
Barnes and Noble's Nook is $259,
Sony's Reader Touch is about $299.
So what's in it for newspapers?

Plastic Logic has sought to present itself as a suitable strategic partner for newspapers for some time.
In an interview in March last year,
Daren Benzi, Plastic Logic VP for business development, told the EW that "newspapers and magazines really are our core focus" and suggested that publications might also be able to bring in advertising revenue from the device.
Yesterday the company announced that, using its truVue technology, the QUE "enables newspapers, magazines, and other types of content to have a richer reading experience that is symbolic of their print editions, complete with photos and formatting." The press release quoted Dave Hunke, president and publisher of USA Today, who said that "it's really exciting that there is an eReader platform that delivers our content the way it's supposed to look and feel." PC World's reporter confirmed that USA Today on the QUE "preserved a USA Today-like personality," and said that the truVue formatting "looks like a big improvement on the drab, text-only presentation on the Kindle and Nook."
And several newspapers seem to have been convinced that getting their product on the QUE would be a good move. New content partners announced include the Wall Street Journal, Los Angeles Times, Chicago Tribune, Baltimore Sun, San Jose Mercury News, Contra Costa Times, Sacramento Bee, Miami Herald, Oakland Tribune, Huffington Post, ProPublica and The Sporting News Today, Barron's, Fast Company and Forbes. These publications join previously announced strategic partnerships with USA Today, the Financial Times, Detroit Free Press and the Detroit News.
The eReader market is undoubtedly expanding, with
Samsung also launching e-reader products at the CES, and the
Skiff made a preview appearance. It sounds as if the QUE is offering a high quality device that compares favourably to its rivals (
although Skiff might turn out to be a good competitor). For newspapers, the fact that their products will be presented in a format that is more similar to their print edition is likely to be appealing, as is the fact that it allows for updates to the display page throughout the day as a newspaper that updates itself. The revenue split and potential for advertising are equally crucial, however, and these are as yet unknown to the public.
The pricing of the device is likely to be prohibitive for many and therefore it is likely that the QUE will indeed be a niche device for successful professionals, providing a smaller, though desirable, market for publishers. Of course, there is also
the looming threat of tablet computers, which with increased functionality and not hugely higher price tags, might soon provide some serious competition.