The Amazon kindle reader currently enjoys a 60 % share of the US e-book reader market. Sony have a 35% share which basically leaves a tiny fraction of this new and emerging market for the rest of the pack to fight over. Of course, things could change quickly if the right reader was to come along - but there’s little to suggest that this is going to happen any time soon. What the chasing pack don’t seem to realise is that the Kindle is not successful because of its technical features - although these certainly haven’t done any harm. Amazon’s success stems from the fact that it is trusted, has a very strong association with both books and electronics and, most important of all, is offering their customers benefits - fast wireless downloads, huge choice of books etc. - that others simply can’t compete with.