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My Profile Top News Reuters top ten news stories delivered to your inbox each day. Subscribe You are here: Home > News > Technology > Article Home Business & Finance News U.S. Politics International Technology Internet Entertainment Sports Lifestyle Oddly Enough Health Science Special Coverage Video Pictures Your View The Great Debate Blogs Weather Reader Feedback Do More With Reuters RSS Widgets Mobile Podcasts Newsletters Your View Make Reuters My Homepage Partner Services CareerBuilder Affiliate Network Professional Products Support (Customer Zone) Reuters Media Financial Products About Thomson Reuters Barnes & Noble's $259 e-reader challenges Kindle Tue Oct 20, 2009 8:28pm EDT Email | Print | Share | Reprints | Single Page [-] Text [+] By Martinne Geller and Alexandria Sage NEW YORK/SAN FRANCISCO (Reuters) - Barnes & Noble Inc on Tuesday unveiled its electronic reader in a challenge to Amazon.com Inc's dominant Kindle, featuring a color screen and the same $259 price, ahead of the holiday shopping season. Barnes & Noble said it would allow its users to share most books, a function that the Kindle currently does not allow. The device, dubbed the Nook, will use AT&T for wireless and Google Inc's Android mobile platform. The Nook will be available at Barnes & Noble's nearly 800 U.S. stores in late November. Shoppers could pre-order the device from the bookseller's site on Tuesday. The nascent electronic reader market -- arguably built by the Kindle although Sony Corp was first to market -- has turned into a key battleground for the consumer electronics industry this holiday season. Some 3 million e-readers are expected to be sold in the United States this year, with sales doubling in 2010, according to Forrester Research. Retailers, electronics manufacturers, publishers and wireless operators are all hoping to gain a toehold in what is expected to be the transition of books to a digital format, not unlike music and newspapers before them. Barnes & Noble is unique in its use of a dual display and color. A smaller color display -- positioned below the main display for reading that uses e-Ink technology for easier reading -- allows users to browse the company's bookstore and click on titles. The Nook can hold 1,500 books -- equivalent to the Kindle. But it lacks a web browser, currently an experimental function in the Kindle. Barnes & Noble said that most of its titles can be lent for up to two weeks to friends, a function that should be attractive to users who do not want to be limited by a proprietary system like Amazon's. In addition, the Nook's titles can be viewed on a variety of devices, such as the Blackberry from Research in Motion Ltd, Apple Inc's iPhone, PCs and Macs and others. "That sound you heard was the air being let out of the Kindle's tires," wrote Gartner Vice President Allen Weiner on the technology research company's blog. Weiner, reached by phone, said the pre-holiday timing was right for the Nook, as many consumers have been delaying a purchase, knowing more e-readers would hit the market, including rumors of a possible tablet device from Apple. "The timing works very nicely with Barnes & Noble to come in with a device priced competitively with Amazon that supports open standard," he said. "The impact of that (open standard) is so big," he added. "This is a game changer." SUPPORTS EPUB FORMAT Continued... View article on single page Share: Del.icio.us Digg Mixx Yahoo! Facebook LinkedIn Next Article: Spotify to launch mobile offering with 3, HTC Also On Reuters Full Coverage: Reuters Washington Summit 2009 IRS warned multiple times on homebuyer credit fraud Just in time for Christmas: Apple unveils the new Mac More Technology News Apple unveils new Macs for the holidays Space agencies, Google seek ways to save forests Apple smashes forecasts, stock hits record Google goes global with Apps Unspoken rules govern cell phone etiquette More Technology News... More News Barnes & Noble's $259 e-reader challenges Kindle Tuesday, 20 Oct 2009 07:38pm EDT UPDATE 3-Barnes & Noble's $259 e-reader challenges Kindle Tuesday, 20 Oct 2009 07:35pm EDT Barnes & Noble e-reader has color, $259 price: report Monday, 19 Oct 2009 07:55pm EDT Barnes & Noble e-reader has color, $259 price -WSJ Monday, 19 Oct 2009 07:42pm EDT Amazon's Kindle secure, for now, in e-reader wars Sunday, 18 Oct 2009 08:47pm EDT Editor's Choice Slideshow A selection of our best photos from the past 24 hours. 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