Kobo Product Development, Market Strategy, and Promotional Campaign Borders Group Inc.
Borders’ e-reader called the Kobo Reader was met with harsh reviews and criticism and died shortly after its introduction. Borders wanted a new e-reader developed by referencing their past mistakes and taking into account the demands from the consumer to create a product that will elicit large consumer demand and extend the e-reader demographic.
Through research, it was determined that the new device would need to be highly ergonomic so that users could hold the device for extended periods of time comfortably; this design left room to put in a larger battery which users always want. Additional features such as a color e-ink screen and the ability to open a wide variety of file formats meet the other consumer demands. The new device will target a new younger market to create lifetime customers.