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Old 08-25-2010, 01:17 PM   #1
Sawduster
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Aluratek's E-reader Cracks the $100 Barrier

The price of an e-reader from Aluratek dropped to under $100 over the weekend, which could escalate a price war that broke out between device makers in June.

The US$99 Libre eBook Reader Pro, available at the Newegg retail store, was previously priced at $169. Pitched to be "small enough to fit into your pocket," the device has a 5-inch black-and-white LCD screen and offers 24 hours of battery life.

In June, Barnes & Noble lowered the price for its Nook e-reader to $199, and the same day Amazon cut the price of its Kindle device to $189. The devices were earlier priced at $259 and include E-Ink screens. Today both companies also offer entry-level Wi-Fi-only models, with the Kindle priced at $139 and the Nook priced at $149.

Analysts have said e-reader shipments will continue to grow. Gartner last year said it expects 2010 to be the year "when e-book readers really become popular consumer electronic devices."

Lower prices may help grow the market, according to Forrester Research analyst Sarah Rotman Epps. In a report issued last year, she said that e-readers priced at $98 would likely draw the interest of more buyers than the higher-priced alternatives.

But prices are just one determinant of success for e-readers, said Stephen Baker, vice president of industry analysis at the NPD Group.

Products like the Libre have significantly lower distribution and consumer presence and so are not nearly as meaningful or competitive as the Kindle or Nook.

"I don't think at this point either Amazon, Barnes & Noble or Sony really needs to respond to these lower-profile competitors," Baker said.

Aluratek's Libre e-reader comes in different colors and is priced at $169 on the company's website. The device can open e-books in the PDF, ePub, MOBI, PRC, RTF and text electronic book formats.
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Old 08-25-2010, 01:35 PM   #2
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So is this the new standard retail price for the Libre or is this a sale? If it's a sale, this not news in the slightest. Many ereaders, including the Jetbook, Jetbook lite, Sony Pocket Edition, Cybook Opus, and Astak Mentor Lite, have been sold for $99 (or less) during a sale.
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Old 08-25-2010, 02:08 PM   #3
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Not news and not even a sale. Price Grabber lists the cheapest as $119:

http://www.pricegrabber.com/aluratek.../sv=findit_top

And Newegg's price is also $119:

http://www.newegg.com/Product/Produc...-002-_-Product

I'd love to know where this article was quoted from. It sounds the typical breathless nonsense when something is not news at all but is reported as being the greatest thing since sliced bread.

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Old 08-25-2010, 02:51 PM   #4
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The thing is, enough sales are floating around that it is starting to become the new normal for the basic eBook readers. Whether they want to our not, I suspect that readers without wifi or 3G are going to have to match that price if they are going to stay competitive.

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Old 08-25-2010, 04:03 PM   #5
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Right now, the Aluratek white is $120; the black is $140. The Jetbook is $90. I got my Jetbook Lite two months ago for $100. It has been cheaper since. These are sale prices, not permanent ones.
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Old 08-25-2010, 06:25 PM   #6
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Aluratek Libre is $99 on kmart.com.

$94.99 if you order online.
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