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One thing Sony could do to level the playing field a bit is to include wifi and bluetooth. Bluetooth would give them similar capability for mobile access to content that the kindle has without locking them into specific carrier deals while wifi covers you for when you can connect to a wifi network.
The next step would be to work with the various stores which carry epub to enhance the shopping and download experience. Throw a few dollars their way for development work and product placement on their stores, get into some co-marketing arrangements which would be in both of their interests. Do some similar viral marketing and leverage the benefits of the slimmer design over the chunky kindle.
It will be interesting to see which direction this goes and who else emerges as a player. More competition ultimately benefits the consumer.
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