The $99 price point on e-readers has officially been reached! Beware the crowds on the street rushing to Borders to adopt the habit of digital reading.
The Borders group reduced the price of the two e-readers it sells–the Kobo and Aluratek e-readers–to $129 and $99 respectively. No doubt Borders hopes to make up for its late entry into the e-reader market by undercutting competitors on price, and in fact Borders has, with this move, undercut all its major competitors. According to the press release, “The price reduction of Borders’ best-selling eReaders further emphasizes the company’s commitment to delivering even more choice and value to customers.”
The $99 Aluratek reader is currently available online-only, but will be hitting stores this week; the Kobo reader is currently available both online and in stores.
And discounting e-readers sure beats selling teddy bears.