据研究公司DisplaySearch最近一份报告预测，2010年中国的电子阅读器销量将从2009年的80万台跃升至300万台，达到全球市场的20%。该公司同时预测，中国将因其巨大的人口规模，在2015年之前超过美国成为世界最大的电子阅读器市场。

Chinese e-books are gaining popularity. An e-book, with its large memory space, is more like a mobile library. As it is easy to carry and use, e-book fits perfectly into the life of modern people.

Ms. Tong, a teacher, the e-book loyal users.

"They are portable, you can start reading them within minutes wherever you are, and your eyes feel comfortable while reading."

The e-book has even more obvious benefits. It can be a wealth of information stored in an economical way. Also, the text can be adjusted to fit the comforts of all readers.

Adobe versions have zoom features that can easily enlarge images and texts to allow for clearer reading by the elderly.

With the E-book's increasing demand in China, e-book producers have earned profits in this emerging industry.

Not only do you have to pay for the product's technology, you also have to purchase the e-book's contents. Thus, the cost is relatively expensive compared to other digital products. As this is difficult for some mass consumers to accept, pirated e-books, which are cheaper, are becoming popular in some markets.

Many manufacturers are well aware that the high cost becomes the development bottleneck for e-books. Experts argue that e-book development requires both internal and external efforts.

Internally, the manufacturers should increase the technical inputs, strengthen the products' quality, and increase the products' functions.

Externally, in terms of content issues, collecting enough copyrighted content is a key issue facing everyone in China's e-book production chain.

President of People's Literature Publishing House, Pan Kaixiong, believes that publishing companies should explore new business models.

"The digital publishing sector in China now faces some challenges such as lack of effective research and related knowledge, shortages of funds, and the publishers have not established a successful business model to profit."

In spite of that, digital manufactures still believe that the e-book has huge market potential, as long as strengthens its product performance, expands the market with multi-media promotions, and fights against piracy through copyright laws.

Wang Bangjiang, vice-president of Hanwang Technology, one of the major e-book manufacturers, says he believes the industry is profitable.

"With our own advanced technology and service, we should plant the legal copy concept firmly on the reader's mind, and make it known that full performance can only be achieved through copyrighted products And I believe it is still a promising industry with high profit."

Given the advantages like portability, multimedia format and rich content, e-reading is not just gaining popularity, but also quietly challenging traditional book reading.

Tingting, CRI News.