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Sony cuts price of Reader Pocket Edition, tries to duck iPad

Even amateur prognosticators could have seen this one coming on the day that the iPad was announced. With Apple's hardware being so pretty and so full of excellent features, the only way any e-reader competitors could ever hope to beat them was with price. That's exactly what Sony is doing with their own Reader Pocket Edition, dropping it down to just $169 from $200. Of course, since the iPad is $499 (and competitors, like the Kindle and the Nook, are in between Sony's e-reader and Apple's tablet), there is a little more room for them to play with. However, someone's got to take the low road, and it looks like Sony is going to try.

There is one more weakness that might possibly arise on Apple's side, and that is selection. Apple is rumored to be scrambling for content deals, while Amazon is trying to make sure that their Kindle program sits front and center everywhere it can. If Apple can't lock down content the way it wants to, Amazon and Barnes and Noble may still have a chance to secure an audience. That, combined with their lower price and more focused nature as an e-reader, could allow them to portion off some of the market.

It's going to be a tough road ahead for anyone trying to compete directly with the iPad, though. Pre-orders have already been big, and as the devices make their way into the real world, sales will likely get even bigger.

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Even amateur prognosticators could have seen this one coming on the day that the iPad was announced. With Apple's hardware being so pretty...
 

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Ike

Having owned an e-ink display, there's absolutely zero chance I would read on an ipad or any other LCD device.

I have a laptop, why wouldn't i just read on that thing if i wanted my eyes to burn with the heat of 1,000 suns.

I suspect that most of the people crying about the death of e-ink are those who have never owned one. I'll take my 7 day long charge of an E-ink reader over the 7 hour long charge of the ipad.

March 24 2010 at 3:47 PM Report abuse rate up rate down Reply
Jane Epperson

Goodbye e-Ink, though I never knew you at all...your candle burned out long before, your legend ever did.

March 24 2010 at 11:00 AM Report abuse rate up rate down Reply
1 reply to Jane Epperson's comment
starq

lol — pretty funny Brad.

March 24 2010 at 11:30 AM Report abuse rate up rate down Reply
Ken Cohen

Apple could try to buy Amazon - imagine the hostility that would result in, but Amazon’s ebook business would be a nice match for the iPad, if Steve Jobs doesn’t mind operating a profitable and well-managed warehouse shipping business at the same time. Why, he could even offer Jeff Bezos a seat on Apple’s board and carte blanche to run Amazon after the takeover.

March 24 2010 at 9:42 AM Report abuse rate up rate down Reply
2 replies to Ken Cohen's comment
Charli

Why bother spending that money and getting more than they really want or need when they can set up their own store, just as they did.

March 24 2010 at 9:54 AM Report abuse rate up rate down Reply
Dan

Buy Amazon? Are you high? Not even Apple has that much money sitting around. Amazon's market cap right now is around 60 billion.

March 24 2010 at 11:46 AM Report abuse rate up rate down Reply
Rob E.

In agreement with aardivark, if Apple allows Kindle and other ebook reading applications, then content is moot, but only where the iPad is concerned. Other ebook readers still seem to be largely one-trick ponies, and if more than one of them manages to lock in exclusive content then that really only strengthens the iPad as the only device that can serve up all the major ebooks sources. If Amazon locks in one publisher, and Barnes & Noble another, are you going to spend $500 on two e-book readers, or spend the same amount on an iPad that will let you read books from both distributors and so much more? There's still a place for dedicated ebook readers, but they will have to compete on price and reading experience. Exclusive content will drive people right to the iPad, assuming Apple lets the other folks get their apps on the iPad. I think anyone who wants to strengthen their position with exclusive content will be needing to focus their business model on the ebooks themselves, not the reader.

March 24 2010 at 9:34 AM Report abuse rate up rate down Reply
2 replies to Rob E.'s comment
tuaw,com

I mostly agree, except I don't think there will be much of "a place for dedicated e-book readers". I've a few people rave about the readability of e-ink, but I doubt that will be a factor for long (and just as many seem to prefer LCD backlit displays -- which many of us read all day long anyway).

Ultimately, one just doesn't get much in exchange for limiting the device's functionality.

March 24 2010 at 9:43 AM Report abuse rate up rate down Reply
TIm

"Ultimately, one just doesn't get much in exchange for limiting the device's functionality."

What? That is the one thing that makes Apple products so easy to use and liked by so many people. Exactly by reducing funtionality to the minimum and reducing levels of technical details and issues. That is why Apple products used to "just work" (although I find that statement highly debatable in many cases).

There will be a market for dedicated reader device because a lot of people acutally do appreciate the readability of e-ink over lcd, I certainly do and never consider buying an lcd slate as reader device.
However I think the e-ink technology will improve a lot, becoming compatible to what lcd's can do today. Look at notion ink's hybrid screen or the Mirasol technology, both gonna hit the market later this year.

And although you are probably not interested, there is a huge difference between working on LCD screen the whole day and sitting down to read a book on the same screen. While reading you keep your eyes fixed on the screen, you allow far less breaks. When typing to regularly peak on the keyboard or some notes or talk to your colleagues or even look out of the window, which you don't do when you are caught in the story of a book.

T.

March 24 2010 at 12:16 PM Report abuse rate up rate down Reply
redravenwing

I don't really understand how people keep saying that Apple is scrambling to get content on the device, they already have the top 5 publishes and the top indie publisher. That is a lot of content. If anything, I think they are just scrambling to scoop up the content that amazon is now pushing away with its policies.

March 24 2010 at 9:19 AM Report abuse rate up rate down Reply
aardivark

Amazon will have an iPad Kindle app so whether or not Apple nails down the print content deals isn't really that critical.

March 24 2010 at 9:13 AM Report abuse rate up rate down Reply
2 replies to aardivark's comment
Charli

Exactly. iphone and touch apps work on the ipad, there's a run of new and updated ipads being approved as we speak. Kindle for iphone is already there and an ipad version is very very likely.

Not to mention that the rumors are just that,rumors. half of them aren't true anymore than the one about Steve Jobs sending someone an email just last week promising that there will be blu-ray in all new computers. and even if the ones that are true, as soon as opening day sales come out and they see high 5 to 6 figures, they will be begging Apple to close the deals.

March 24 2010 at 9:52 AM Report abuse rate up rate down Reply
Dan

Just so long as the kindle app doesn't get removed for "duplicating functionality." Apple has retroactively removed apps in the past, and if they think Amazon is cutting into their revenue stream, they'll definitely do it again.

March 24 2010 at 11:32 AM Report abuse rate up rate down Reply
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