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Give credit to Amazon and Barnes & Noble for sparking an eBook reader price war, or give a shout out to the emerging tablet market, which undoubtedly has played a role in the recent market adjustment. Either way, it's you, Joe Consumer, who is benefiting from price cuts across the board.
The latest to join the lower-cost eReader fray is Borders. Starting today, both the Kobo eReader and Aluratek Libre eBook Pro are available for $130 and $100, respectively. That's not bad considering neither one was priced particularly high to begin with -- the Kobo previously sold for $150, while the Aluratek device was going for $120.
"This is a significant inflection point in terms of market penetration of the Kobo and Aluratek eReaders," said Mike Edwards, CEO of Borders. "We envision this price reduction, enabling the purchase of these devices a a second eReader in a household, as a more affordable option -- the list goes on."
Borders is hitting the eReader market pretty hard. In addition to the newly priced Kobo and Aluratek, the bookstore will also carry Velocity Micro's upcoming Android-based Cruz Reader for $200, as well as the Cruz Tablet ($300), both of which are currently available for preorder.
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