Year 1997: Eberhard asks Amazon's investiment in NuvoMedia's Rocketbook, a ebook prototype that can be held in one hand and with battary lasting 20 hours.
Year 2003 - External Reason: Learning from iTunes and iPod.
Year 2004 - Internal Reason: Innovator's delimma - great companies fail not because they want to avoid disruptive change but because they are reluctant to embrace promising new markets that might undermine their traditional businesses and that do not appear to satisfy their short-term growth requirements.