Contrary to popular opinion, the competition between e-reader hardware manufacturers is nothing compared to the competition between e-book retailers. Tuesday, second place book retailer Borders revised its aggressive strategy for e-reader sales, slashing the price of its two e-ink readers before the arrival of its Android-based tablet readers from Velocity Micro.
In June, Borders unveiled its 9.99 Kobo e-reader, which was met with considerable consumer interest due in large part to its low retail price. After Kobo’s launch, both Barnes and Noble and Amazon reduced the prices of their respective e-readers from 9.00 down to 9.99.
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