Here in Japan they will also be sold (from 4/10/2013) under the name of SONY PRS-T3S.
In three colors (black, red and white).
Device alone is 9980¥ which is roughly 99$
And lighted cover is sold separately in all three colors as well for 4,780¥ which is around 47$.
So TOTAL sum is ¥14,760 which is around 147$.
In comparison with amazon new paperwhite which is around 99$ or kobo glo which is around 79$ on rakuten or kobo mini which is 59$ (
click here for more), I don't see Sony doing so good here either. In fact I remember reading here or somewhere else something along these lines of Sony having only 25.5% of the market in Japan. The rest goes to Kobo and Amazon.
I have to say though that in all my years of living here there is one thing I noticed. Most Japanese people read either on mobile phones (which have significantly larger screens than iphone for example, although there is a lot of people using iphone as a reader as well) or on these mini paperback editions. I rarely see anyone, and I do mean rarely, like 1-2 times a year, using any sort of dedicated reader.