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Amazon.com ready to launch the Kindle?

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On September 7, Tom Barlow reported that Amazon.com (NASDAQ: AMZN) would be manufacturing an e-book reader, reportedly tagged the Kindle (perhaps to "rekindle" interest in this technology that hasn't quite caught on?). It competes with the Sony (NYSE: SNE) reader in that it presents the e-book text in a new, crisp format, without reliance on backlighting that can be unfriendly to a bookworm's eyes.

On Monday, AMZN evidently plans to introduce the Kindle, and those in e-book publishing hope the device's launch will lift interest in the format. Arthur Klebanoff, co-founder and CEO of e-book publisher Rosetta Books LLC told The Wall Street Journal that e-book sales in the U.S. likely range between $15 million and $25 million. "By any scenario it's very small," he noted, "but Amazon's entrance is very significant ... this is about trying to change consumer habits."

According to an article on CNET, the device is expected to be priced in the $400 to $500 range and will have the ability to wirelessly connect to an e-book store on Amazon.com. Perfect for when you're on vacation and run out of reading material.

Amazon already sells digital downloads through its music and movies store; the company hopes that introducing its own e-reader could spur interest in downloadable books. In effect, the new product represents an effort from Amazon to return to its roots; books, after all, were the first thing AMZN ever sold.
I'm a huge reader but have yet to join the e-book revolution. I will say that Tom made a good point back then, noting "the Kindle or one of its ilk could find a market for those of us who like to curl up with a good book. Laptops are too clumsy in bed, and our iPhone screens rather small for the purpose."

But I still wonder when I'd use an e-book. Sure, they are cheaper (and more environmentally friendly) than their traditional counterparts. But if I have no interest in owning a book, I check it out from the library (for free). And if I commit to buying a book, I like to have it sitting on my shelf, the spine acting as a bit of decoration. Keeping them around my home "like trophies," as Jerry Seinfeld once said. And I think a lot of my book-loving friends feel the same way.

Then again, my CD collection used to be lovingly alphabetized and proudly displayed as well. Now all 500-plus are in a box in storage and my iTunes is filled to the brim with converted MP3s. So will my bookshelves eventually be emptied into a Kindle or a similar device? Never say never.

Beth Gaston Moon is an analyst at Schaeffer's Investment Research.
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Last updated: November 10, 2009: 10:19 AM

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