Sony Germany lists it for € 149. That's the same price as Kobo's reader and just € 10 more than the Kindle.
Sony Germany also wants to start its own bookstore, something they didn't do up to now. This looks like a complete change of strategy; pushing the price down and competing with the bookstores. I'm not sure if it is a good idea as they will lose the bookstores as sales outlet for their readers. Sony obviously does have the advantage that they have a strong presence in the electronics outlets.
I can't say that I am happy about the glossy plastic, though. Even though it may work well enough (fingerprint magnet?) it is definitively a loss aof quality feel.
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