Borders Launches Kobo 2

Borders, has launched Kobo 2, a Wi-fi device for just $139.

This is the first version of the device, launched in June, that has W-fi access. The original model ($129) had a Bluetooth sync, but users still needed to plug in the device in order to download content.

Price wise Kobo 2 competes well with devices from rivals Amazon and Barnes & Noble. Amazon's basic Wi-fi-only Kindle retails for $139, while the same version from Barnes & Noble is $149.

Price is the key factor among the three, first Barnes & Noble slashed the price of its Nook from $259 to $199. Amazon followed suit by lowering the price on its Kindle from $259 to $189, before introducing its $139 new basic model. Last month, Borders too dropped Kobo price to 129.99 from $149.99.

The rationale behind the price slash is: If selling e-readers cheap can substantially boost e-book sales; as the three have troves of e-book titles; then selling reading devices cheap makes for a great business model. --------

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