In November 2007, Amazon, which is an e-commerce company, launched a new product: The Kindle. The Kindle is an e-book tablet. It was the first e-book having a wireless connection. This connection eliminates the need to connect the EBook to a computer in order to retrieve e-books. That is the case of the Sony Readers. This also allows downloading daily or weekly newspapers. The Case study talks about every players in this industry: The Penguin Group which is the leading educational publisher, Barnes & Noble which is the largest US book retailer, Apple and Sony which offer competing devices (IPod, ITouch, Sony Reader), Google which offers free e-content and Adobe which compete with Amazon by creating another e-book format (EPUB). We become aware of how they will be affected by the unexpected Kindle and how they may react.