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Combined all Kindle models, all Windows Smartphone and still-in-use PocketPCs, the "prc-family" still has a very strong market share. And Amazon is in control of it. Why give it up? Or loosen the grip by adding support for ePub?
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Increasing the number of people able to buy books from amazon, and thus, sell more book. Sell more kindles in countries where publishers uses others formats.
In France, the average reader want to to read the book from the main French publishers. Without having to mess with de-drming and converting. Thus, people there will go for the easy stuff, aka a reader the reads ePub with adept drm.
Until amazon sell ePub, or get contact to sell frenchs books, we'll see very few kindle here.