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NASDAQ delayed by at least 15 minutes. For a complete list of exchanges and delays, please click here. Sony offers new generation of lighter e-readers Tweet This Share on LinkedIn Share on Facebook Related News UPDATE 2-Staples to sell Kindle, Borders cuts reader prices Tue, Aug 31 2010 UPDATE 3-Burkle says no plans to control Barnes & Noble Mon, Aug 30 2010 Amazon cites pre-order volume for new Kindles Wed, Aug 25 2010 UPDATE 4-Barnes & Noble says Burkle unqualified for board Wed, Aug 25 2010 UPDATE 3-Barnes & Noble sees further losses from Burkle fight Tue, Aug 24 2010 Analysis & Opinion Barnes & Noble predicament echoes Blockbuster iPad shift may wreak havoc on parts of tech sector Related Topics Technology » iPad » Media » By Alexandria Sage SAN FRANCISCO | Wed Sep 1, 2010 3:05am EDT SAN FRANCISCO (Reuters) - Sony Corp, hoping to spur sales ahead of the holiday shopping season, has slimmed down its electronic readers and also given them touchscreen control. The three new versions of its "Reader" line also feature an improved screen with better clarity, the manufacturer said on Wednesday. Sony was first to the market with its Reader in 2006 but has struggled to keep up with rival Amazon.com Inc, whose Kindle e-reader is the top-selling device of its kind, according to analysts. Amazon does not disclose sales data. In July, Amazon undercut competitors by offering a $139 wireless Kindle. The crowded e-reader market also includes traditional bookseller Barnes & Noble and electronics giant Apple, whose fast-selling iPad device has e-reader functions. Steve Haber, president of Sony's digital reading unit, said the touchscreen was one of the top requests made by consumers, who are willing to pay more for extra functionality. "Lowering prices to get cheaper and cheaper -- that's not our direction," Haber said in an interview. "Our plan is not to race to the bottom." Haber said the company expected to sell more of its lower-cost pocket version last holiday season, but sales of its higher-priced touchscreen version outsold the cheaper one. "People stepped up and spent another $100 to buy touch," he said. Sony cut the prices of its last generation of Readers in July. [ID:nN06173858] Prices on the new versions are lower than their predecessors when first launched. The new pocket version Reader retails for about $179. Sony's larger 6-inch screen version, which allows for extra memory, costs $229. Users of these two devices must plug in to a computer when it comes time to download content. Both are available immediately. Sony is also offering a $299.99 "Daily Edition," which, like the Kindle, is wireless. It has 3G and a larger screen. The Daily Edition rolls out in November. Haber said overall sales of its readers are growing at three or four times last year's levels. "We haven't seen any change in momentum," he said. Sony said it is also offering dictionaries in its new Readers and has been adding titles to its e-book store. It plans to include reader reviews through an integration with social network site GoodReads, and will launch applications later in the year to interface with Apple's iPhone and Android-based smartphones from Google Inc. (Reporting by Alexandria Sage, editing by Matthew Lewis) Technology iPad Media Add a Comment *We welcome comments that advance the story directly or with relevant tangential information. We try to block comments that use offensive language or appear to be spam and review comments frequently to ensure they meet our standards. If you see a comment that you believe is irrelevant or inappropriate, you can flag it to our editors by using the report abuse links. 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