Barnes & Noble will eschew early adopters and target ‘not techy’ mothers when it launches its Nook tablet in the UK market.
The US bookseller launched the Android tablet in the US in November last year, priced at $249 (£156). The retailer has yet to enter the UK market but said recently it was looking at international expansion for the device.
Claudia Romanini, director of developer relations at Barnes & Noble, told Mobile no release date had been confirmed. When it comes to the UK, the device could be a low-cost alternative to high-end devices from the likes of Samsung, Apple and BlackBerry.
Romanini told its app developer conference, held in London on Monday (19 March), that 70% of the millions of Nooks sold had been bought by women aged between 25-45. She said: ‘Our customer is not technical. She most likely has a smartphone but is not a big app consumer. She’s a little afraid of data consumption so won’t download a lot of apps.’
Romanini told Mobile she felt the tablet would translate well to the UK market. She said: ‘Our demographic is very unique and many of the customers are not typical smartphone buyers – it’s much broader than that. It’s a unique offer and we have worked very hard in the United States to make the most of that.’
CCS Insight principal analyst Gavin Byrne said the Nook’s low price point could make it a compelling entry-level alternative to high-end devices like the iPad. He said: ‘Devices like the Kindle Fire or Nook definitely have a role to play in the tablet space because of their attractive pricing.’
While Amazon has yet to confirm a UK release date for its Kindle Fire tablet, Byrne said he believed it would be that device, rather than the Nook, that would have a competitive advantage in the UK market. ‘It’s a much easier move for Amazon than Barnes & Noble. The latter is a US-centric brand so it would be more challenging to make headway in the UK,’ he said.