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I'll be surprised if Kobo is still around in 5 years. The competition in the ebook market is fierce, Amazon is the big player, and Kobo is only ahead right now because they are 6 months ahead of the next gen ereader curve.
The competition in the market is too great for Kobo to survive with such horrible customer service and shipping times for the Aura HD. US customers can't even buy an Aura HD in a B&M store yet which looks very unprofessional. A lot of us are only paying for the Aura HD because it is slightly ahead of the next gen curve. Technology will move so fast in the next 5 years that ereaders will be largely satisfactory for most people. Then it'll come down to how easy it is to purchase ebooks and customer service.
Amazon has both those areas covered and it's not even close. There's no reason to think that Kobo will change. If anything I would expect it to get worse because they'll have to deal with more orders and problems than with whatever they put out in the future than what they did with the Aura HD.
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