By now it’s very clear that the future of reading is “e.” It may not be tomorrow or next week or five or ten years from now, but the day will come when the majority of content from newspaper to magazines to books, will be in a digital format, accessible through e-readers. To that end the e-reader market continues to expand and evolve with features such as touch screen capability, Bluetooth and USB connectivity, flexibility and color display. Most recently the folks at Freescale Semiconductors have rolled out the i.MX508 processor for e-readers. They envision this as the force behind a new generation of readers that will be faster, cheaper and possess battery life that could last up to a week. With offices around the world, Freescale is ready to ship its latest processor to e-reader developers anywhere. All of which guarantees a plethora of next generation e-readers in the near future. Just for the record, Freescale is the chip in most of today’s e-readers anyway. That includes the Kindle and Sony models. And like other “chips,” it’s in the BMW, the Whirlpool washer, Pioneer and Sharp electronics and more – but it’s not in a bag at the grocery store – or maybe it is. Recently, the folks at Freescale asked people who read their blog to choose their preferred e-reader features. It turns out that 80 percent of the respondents preferred Apple’s 9.7 inch iPad size while only 10 percent preferred Freescale’s 7 inch. While the Freescale reader includes a camera and Adobe Flash for viewing YouTube content, more than 90 percent of the respondents didn’t care. They preferred the iPad. Around 16 percent said that such a device must be made by Apple anyway. But there’s always that other 84 percent who may be flexible on that. Now if only we could pass around our e-books to our friends.