Is Plastic Logic Que E-Reader Dead?

Plastic Logic’s executive team may not be ready to admit it, but the company has wasted too much time to bring its product to the market. A couple of years ago, we posted a story on how Plastic Logic could be a player in the e-reader market if it’s agile enough. Unfortunately, the company has been anything but agile. Since Plastic Logic’s plans were announced, we have seen many new e-readers. The introduction of iPad to the market has made the landscape even tougher for companies such as Plastic Logic.

Let’s face it. Plastic Logic does not know how to bring a product to the market, or it has not figured it out yet. How else can you explain it canceling pre-orders for Que Reader already? Plastic Logic’s explanation is just baffling (courtesy of Wired.com):

Plastic Logic wants to make sure that the product they deliver is the right one for their target business customers in the rapidly changing marketplace … They are continuing to refine the product, technology and features, and are anxious to get in the marketplace as soon as possible.

In other words, Que E-reader is as good as dead. Plastic Logic’s pricing strategy was not the smartest. The fact that the company keeps trying to catch up with the latest developments in the e-reader market (and improve its product) means we may never see Que Reader. A company can’t make a splash in a market if it can not get its product out. Canceling customers’ orders at this point is not going to reflect well on Plastic Logic’s brand either.