IREX eBook reader boasts powerful partners

IREX Technologies [1] introduced a new eBook reader last week along with a powerful partners: Verizon, Qualcomm, Best Buy and Barnes and Noble book stores. The IREX DR800SG sports an 8.1-inch, touch-screen from E Ink and 3G wireless connectivity. It will be available in October for $399.99, just in time for holiday shopping season.

Barnes and Noble will supply the electronic books for the device, while Best Buy will sell it directly to consumers in its chain of stores, giving consumers hands-on access to the unit--something that the Amazon Kindle, which is only sold by Amazon online, can't offer. In addition, Verizon will provide 3G connectivity, while Qualcomm is on board for worldwide connectivity. All in all, it's a powerful package of features that should give Sony and Amazon, the current front runners in eBook readers, a run for their money.

But at $399, it's a steep price to pay. As we've written here [2], most consumers are looking for an eBook reader that's several hundred dollars less, but IREX’s North American CEO, Kevin Hamilton believes the combination of features and services should sway consumers to pay more. "There will always be companies that aim to make a name on price alone. But the IREX device combines innovative technology, a sleek form factor and access to industry-leading content. Nothing is sacrificed and yet there’s nothing included that the consumer doesn’t need, and consumers will recognize that," Hamilton says.

Hamilton also believes the screen technology from E Ink [3] is better than the competition's, and the fact that people will be able to get their hands on one won't hurt either. While the eBook-reader market is still feeling its way, it's clear that IREX is looking for a way to compete, and the sheer combination of technology and partnerships should at least make consumers looking for such a device take notice.

For more information:
- see the IREX press release [4]

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How Amazon designed the Kindle 2 [6]