Borders Adds Libre; Gets Aggressive in eReaders

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Borders is turning up the heat in eReaders and plans to carry 10 models by the end of the year, it said Tuesday. The latest eReader to be offered by the bookseller is the Aluratek Libre– a non-connected, 5-inch eReader at a low price of $119, “significantly lower in cost than many of the eReading devices now available,” said the bookseller in a press release. Borders’ strategy is to cover many price points starting at a low close to $100.

The Libre is also available at Kmart and is being test marketed at Kohl’s stores in about half of its locations. The Libre does not offer an E-Ink screen, however it uses an LCD technology optimized for eReading with low battery drain.

Major retailers are still very much in the process of hashing out their merchandising strategies in eReaders. Here are some of the latest notable retailer announcements for digital readers:

Target is the first and only brick and mortar retailer to carry the Kindle
Borders announced it will stock the WiFi-ready $399 Alex eReader by Spring Design this month, and the $150 Kobo (with Bluetooth) on June 17, in addition to the Aluratek Libre.
Best Buy is stocking the Barnes & Noble $259 Nook with 3G capability as well as brands including Sony and iREX.
Source: Borders

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