Borders to Sell Sony Reader

Sony and bookstore retailer announce a deal which will bring Sony's upcoming e-book reader to a wider audience.

Sony Electronics today announced that when their Sony Reader e-book reading device goes on sale later this year, it will be available through bookstore retailer Borders locations. This is in addition to more than 30 Sony Style stores and Sony’s Web site.

Under the terms of the agreement, said Sony and Borders, custom designed display fixtures will be erected which provide learning information about the Sony Reader as well as a chance to try the product hands on before buying it. Additionally, Borders customers will have the ability to purchase prepaid Sony CONNECT cards which are redeemable for online e-books from the Sony service of the same name which provides content for the electronic reader.

The Sony Reader, which is roughly the size of a paperback novel, is about .5 inches thin and sports an electronic paper display technology which Sony says makes reading e-books easy. The device will be capable of storing hundreds of books and other documents using a combination of internal flash memory and optional Memory Stick or Secure Digital memory cards.

“Borders is committed to helping our customers enrich their lives through knowledge and entertainment,” said Borders Senior Vice President of Trade Books Bill Nasshan in a statement. “That is why we’ve always been committed to offering a vast selection of books in our stores. Now, with this agreement to offer the Sony Reader to Borders customers, we are adding an exciting, new book format that gives those who are passionate about reading another way to indulge that passion.”

“This agreement with Borders, a brand that resonates with book lovers everywhere, affords us the opportunity to showcase the Sony Reader directly to reading enthusiasts,” added Ron Hawkins, vice president of Portable Reader Systems at Sony Electronics. “Borders stores provide the premier locations for customers to see the Reader and experience all the advantages this revolutionary digital reading device has to offer.”