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Good question. At a minimum, they ought to be able to reduce if not eliminate most of the ridiculous single-unit shipping charges one pays when ordering from iRexShop for shipment to Japan right now.
Also, considering the tolerance folks here have for using tiny screens to read mail and browse, iRex may not be able to get away with charging as much of a premium for the iLiad's larger screen size. Why should someone pay 2-3 times the cost of the near equivalent, locally made, locally supported competitor?
iRex has a window of opportunity in Japan as there currently no widely available ereaders in the stores (at least not at my locally Yodobashi Camera!) if they market aggressively, reprice the product more sanely, and put in place a solid customer service capability from day one. But they will have to move quickly to grab market share or they will be flushed from the market the day Sony or other competitors decide to loose their marketing machines.
Oh yeah, and it might help to come up with a cute cartoon character to help sell the reader (Illy-chan the eReader?) :-)
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