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Best Buy Will Carry Multiformat IREX E-Reader By Mark Long September 23, 2009 2:15PM     IREX Technologies, a Philips Electronics spin-off, has introduced the IREX DR800SG e-book reader that can accept any e-book file format, including PDF, EPUB and text. Barnes & Noble will be the primary bookseller for the IREX DR800SG e-reader. While the IREX price matches the Sony Daily Edition, the IREX has native fonts and flexible formatting.   Related Topics IREX Technologies Philips Electronics E-Reader E-Book PDF EPUB Sony Daily Edition Latest News Plasma-TV Ban Could Be Costly Barnes & Noble Nook Is Delayed Flat PC Shipments Hurt Dell's Stock Ballmer Says Windows 7 Sales Good New Pogoplug 'Cloud' Gets Social Philips Electronics spin-off IREX Technologies introduced a new e-reader Wednesday that will operate over the Verizon Wireless 3G network and be sold nationwide by select Best Buy stores, beginning next month. The new Linux-powered device is equipped with an 8.1-inch touchscreen featuring stylus navigation and easy-to-read E Ink technology. IREX said its DR800SG model is designed to accept any e-book DRM protocol and file format, including Adobe PDF, EPUB, NewspaperDirect, Fictionwise and text. The goal is to enable users to purchase and display books, newspapers and magazines from any source. "Consumers are ready for e-readers, but the device is only one piece of the equation," said Kevin Hamilton, North American CEO of IREX. "Users want to easily purchase content from a variety of sources, and we allow them to read it on an IREX e-reader as well as other devices." Native Font Support IREX announced last month that Barnes & Noble will be the primary bookseller on the new device. On Wednesday, the company said it has also made deals with newspaper and magazine aggregators NewspapersDirect and LibreDigital that will give IREX DR800SG users access to many periodicals. Gartner Vice President Allen Weiner noted that the decision to partner with Barnes & Noble is a pragmatic one from a business standpoint, given the book retailer's name recognition and reach. "With multiformat support , however, it does not box consumers into a one-channel e-book purchasing choice, ala Amazon," he said. Weiner also thinks that giving consumers the freedom to purchase content from a variety of sources will be a major driver for success in the digital publishing market. "Sleek devices with consumer-friendly features -- including the capability to purchase content on the go -- that support open e-book standards will introduce the e-book experience to an entirely new generation of readers," Weiner said. From a features perspective, the DR800SG is comparable to the forthcoming Sony Daily Edition. Wireless access to content is included in the cost of the two devices, which will both retail at $399 price points. Perhaps the best feature sported by the new IREX device is its ability to support native fonts and more flexible formatting, observed Forrester Research analyst Sarah Rotman Epps. This "will make newspapers and magazines look a lot better than they do on the Kindle DX," she said. Global Access The problem for IREX is that consumers are unfamiliar with the company's name, whereas Sony is an instantly recognizable brand. In the long run, however, Rotman Epps thinks IREX -- having already nurtured a successful B2B e-reader business in Europe -- is in a better position than its rivals to launch a consumer-enterprise crossover product like Research In Motion's Blackberry or Apple's iPhone. (continued...) 1  |  2  |  Next Page >   Advertisement  Enterprise I.T. 1.   Flat PC Shipments Hurt Dell's Stock 2.   Smartphones: New Security Risks 3.   FBI Says Hackers Targeting Law Firms 4.   Lock-and-Load Security for Your PC 5.   MS Study Sees Growing Worm Threat AMD Unveils Processor Road Map Emphasis will be on graphics, video. Average Rating: Intel Settles with AMD for $1.25B CEO Otellini wants to 'show our side.' Average Rating: Social-Networking Security a Concern Facebook hijacking shows dangers. Average Rating:

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