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Incorporate a sensor in the device. I would assume that most people will be holding the device to read from it. Have a sensor so that whichever side is "down" will be the orientation of the reading. Simply tilting the unit on it's side or upside down with alter the orientation. This way, you negate the need for extraneous buttons on the front.
And for those that lay the book flat on the table to read, I would assume that in the software you can have a default orientation, Portrait or Landscape.
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