\erbrowser-3.0-svnr5508\erbrowser\srv\view.c has these lines:
Code:
#define EBOOK_MALL_HOME "http://redirect.irexnet.com/mall/"
...
gchar *uri = g_strconcat(EBOOK_MALL_HOME, serial, NULL);
So when going to the emall, it's really opening a browser to irex website
http://redirect.irexnet.com/mall/yourserialnumberhere
I went to the above url from my computer and it doesn't show a link to the BN store. Perhaps someone can try their serial number in the URL to see if it makes a difference. The serial number on the battery door and what is reported from Settings may be different.