Sony OZ to Launch Book Reader Up Against iPad

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Sony is set to launch their digital book Reader in Australia, the news comes on the same day that Apple is launching their iPad and a week after Borders launched their Kobo e book.The device will only be available in black & white. The iPad delivers full colour reading.

Currently Sony Australia executives are talking to local book publishers and distributors in an effort to establish content for the device. 

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Sony said that they intend to leverage its relationships with local retailers, publishers and distributors to introduce the Reader along with a host of local content.
This is not the first time that Sony has released their e-readers into foreign markets. In their home market Japan, Sony has had two stabs at trying to sell readers, in the past, as early as 1990 and most recently in 2004, but they never caught on like the iPad due to a lack of content support from local publishers, forcing the company to withdraw from the market.
Pricing for the device has not been announced yet.
Sony said that they anticipate strong global demand for eReaders and eBooks in 2010. 
“Since we unveiled the first eReader, we’ve hit a global tipping point in digital reading with demand for and sales of the Reader dramatically increasing in 2009,” said Steve Haber, president of Sony Electronics’ Digital Reading Business Division. “Sony’s strategy has always been to make the Reader a global product and we’ll take a thoughtful approach to country expansion that will consider not just the hardware experience within these new countries but the content experience as well.”
Australia is one of the last English language Countries that Sony is launching their Reader which was originally launched in the USA in 2006, since then Sony has expanded into eight countries across the world, including the United States, Canada, United Kingdom, France, Germany, Netherlands, Austria and Switzerland. 
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