Borders Essentially Drops E-Reader Price Before Release

Borders, which will begin shipping the Kobo, its e-book reader, in early July, has joined the round of price cutting going on in the e-book reader space by bundling a $20 gift card with the purchase of its $149 Kobo. Though the originally-planned price remains in effect, the gift card effectively lowers the cost to $129.

But Borders also plans to make its inventory available to other devices such as the iPhone, Android devices and the iPad. The unresolved issue is how the e-book reader ultimately will fare as a way to create and protect a content distribution business, since virtually all the leading readers are moving to application-based delivery in addition to sponsoring their own hardware.

The price cuts come only a couple of months after Apple introduced its iPad, which offers considerably more features than e-readers and starts at $499. Many analysts believe that booksellers will not compete with the iPad but will slash e-reader prices and make up the loss of money by selling more e-books.

U.S. sales of digital reading devices are projected to reach five million units this year from 2.2 million in 2009, according to the Consumer Electronics Association

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