By Aimee Chanthadavong

Since its initial launch in 2004 to the North American and European market, the Sony Reader range will finally be arriving to Australia's shores from early September, but only to selected retailers.

Sony Australia has partnered with the REDgroup Retail, the owners of both Borders and Angus & Robertson, for the launch.

Jeremy Senior, general manager, Consumer Key Accounts, Sony Australia told Retailbiz that as its initial entry into the Australian e-reading market, the devices will only be available at Sony Centres and dedicated book retailers Borders and Angus & Robertson.

“Unlike a multi-purpose electronics product that can be used for e-reading such as a tablet PC, our research confirms the target demographic for Sony’s dedicated reading device “Reader” is primarily interested in reading and accessing books,” he said.

“Accordingly, our initial launch focus will be to make Reader available in environments where customers are shopping for books”

There are two models in the range: Reader Touch Edition and Reader Pocket Edition. Both feature full touch screens with e-Ink Pearl technology, making it fully readable in direct sunlight. The Readers have also been been set-up to provide simple navigation to the online bookstores of Borders and Angus & Robertson.

“Following the initial launch phase, where our focus is on ensuring Reader is well established in book retail channels, our intention is to expand our retail footprint,” Senior said.