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Kobo already make great devices capable of competing. But, for the overwhelming majority of readers, it is not Kobo ereaders v. Kindle ereaders, but Kobo's "ecosystem" v. Amazon's "ecosystem". Amazon has Prime, Kindle Unlimited, Audible, Whispersync, far greater variety, much cheaper prices in general and vastly superior support. Hardware wise it offers an option for 3g access on its devices with no network charges. The overall experience of dealing with Amazon is far superior. I can't see Kobo ever competing. Apple or Google potentially could, but do not seem that interested.
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