BOOX

About BOOX

Onyx International Inc. is a Chinese consumer electronics company that designs, develops, manufactures, and markets E Ink (ePaper) devices under the brand name BOOX. Founded in 2008 by a team with experience from Google, IBM, and Microsoft, the company is headquartered in Guangzhou, China. The CEO, Kim Dan, was motivated to enter the e-reader industry after observing the rise in myopia among students and recognizing the potential of E-ink technology to offer the benefits of electronics while mitigating eye strain. Onyx launched its first e-reader, the BOOX A60, in 2009 and has since expanded its presence to over 100 countries.

The company's business model focuses on the sale of hardware, generating revenue primarily through the frequent release of new products rather than software subscriptions. Onyx offers a full production cycle, from design and software development to assembly, and provides one-stop solutions for distributors, publishers, and the education sector. The business operates on a direct-to-consumer model via its official online store and also partners with distributors globally. In May 2024, the company completed a Series B funding round, raising tens of millions of dollars from investors including Lenovo Capital & Incubator Group and E Ink Holdings Inc., with the capital intended for research and development and market expansion.

BOOX's product line includes a diverse range of E Ink tablets, from classic 6-inch e-readers to large-format 13.3-inch devices, available in both color and monochrome. A key differentiator is the use of the Android operating system, which provides users with access to the Google Play Store and greater flexibility compared to competitors' closed ecosystems. Their devices often feature E Ink Carta and Kaleido displays, Wacom styluses for note-taking with pressure sensitivity, and adjustable front lights. Onyx has also developed proprietary technologies like the BOOX Super Refresh (BSR) to enhance refresh rates and image quality. The product series includes the 'Note' and 'Tab' for professional use, the 'Go' and 'Palma' for portability, and specialty devices like the Tab X, which is sized similarly to a sheet of paper for PDF annotation.