After a brief period of denial, Plastic Logic has confirmed their QUE ProReader is being skipped in favor of a next-generation version of the product.
From their press release:
“We recognize the market has dramatically changed, and with the product delays we have experienced, it no longer make sense for us to move forward with our first generation electronic reading product,” said Plastic Logic CEO Richard Archuleta. “This was a hard decision, but is the best one for our company, our investors and our customers.”
Archuleta added: “We plan to take the necessary time needed to re-enter the market as we refocus, redesign and retool for our next generation ProReader product. We continue to perfect our core plastic electronic technology and manufacturing processes that are central to our product’s unique value proposition.
They don’t name any names, but among eReaders, which primarily target the fiction reading market, the QUE ProReader was unique in its targeting of the business and enterprise markets, which is where the iPad has made a surprising impact. Whatever else their next-gen QUE offers, a color display is pretty much a necessity if they hope to combat on the iPad. Otherwise, if they try to refocus on the consumer market, they will face a fierce price war without a content-based revenue stream to make up the difference. Going to be a tough fight for a small niche when and if they make a comeback.