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You can't. Not directly.
To read secure Mobipocket books, you need to register the PID(s) of your Mobipocket device (PC, Blackberry, Cybook, etc.) with the online store. Then download the book from the shopping cart and it will be encoded with the PID(s) and readable on only those devices.
Since the Sony reader doesn't support Mobipocket books, the book is not accessible to that device.
For DRM-free Mobipocket books -- as opposed to secure Mobipocket -- you can use Calibre or other software to convert to a format which is supported by the Sony reader.
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