If you accept that a 6" Kindle, Kobo, Nook and Sony e-ink e-reader each delivers about the same performance -- the ability to easily purchase, read and manage a modest library of purchased/borrowed ebooks -- then secondary factors start to come into play. These include the "nice-to-haves" -- like case construction, local stores in which to purchase the e-reader, design attributes, brand experience -- and, of course, price.
If every reader delivers the basics about equally well (in the mind of the buyer), after the "nice-to-haves" tip the balance somewhat to this reader or that, then price starts to become important.
It's true you can buy a Yugo or BMW and accomplish the task of picking up groceries ... but one of those choices, despite appeal to the ego and status, still presents the household budget with a price hurdle: it's not enough to say, "I always buy BMW".
Buying an e-reader doesn't have the same impact on the household budget, of course. I don't think many people, who will actually use an e-reader regularly, will blanch about the difference of $99, $114, $129 or $139 -- it's all close enough.
Kindle, Kobo and Nook have planted themselves in the $139 territory. Sony, in its wisdom, is $229 (and $249 in Canada). When the Sony e-reader sits on the shelf next to another brand, the consumer is starkly faced with nearly twice the price for a 6" reader. And for those who care, the more expensive one doesn't offer wifi.
Now, the new e-readers from Sony may very well offer new goodies and a more competitive price. Last year's refresh matched the brand new Pearl screen from Kindle and updated the touch technology. This year they may up-the-ante while matching wifi. But unless they narrow the price gap, most consumers will look elsewhere and that's a really odd thing considering it is Sony that led for so long and it is Sony that remains the only legitimate CE in this playing field.
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