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E-Reader Price War: How Low Can It Go?

Borders' Kobo

Borders (BGP) is offering some limited time offer on its e-reader devices ahead of the holiday season.

Until Oct. 31, shoppers can save $30 on select readers and receive free online shipping. Borders is also offering a $25 gift card with the purchase of its Velocity Micro Cruz tablet purchase, free e-books when you pre-order the Kobo and 20% percent off e-reader accessories.

Borders Velocity Micro Cruz, which is Android supported with a seven-inch color display screen, is now available for pre-order for $299.99.

The book seller slashed the price on the Wi-fi Velocity Micro Cruz e-reader by $30, retailing for $169.99, while its Kobo e-reader is now $99.99 from $129.99.

The Kobo originally retailed for $149.99 before Borders lowered the price to $129.99 on Aug. 31.

"We're committed to making it as easy as possible for all Borders customers to enjoy e-reading," CEO Mike Edwards, said in a statement after lowering the price on the Kobo. "As the demand for e-readers grows, we believe it is important to provide accessibility to a variety of devices. By reducing the price of our best-selling digital devices, we're enabling even more Borders customers to purchase e-readers at a great value."

The company unveiled its Kobo 2 on Sept. 29, adding Wi-fi access. The original model had a Bluetooth sync, but users still needed to plug in the device in order to download content.

The Kobo 2 is $10 higher than the first model, but is still competitive with similar devices from rivals Amazon (AMZN - Get Report) and Barnes & Noble (BKS - Get Report).

Borders also offers the Aluratek Libre reader for $99.99 from $119.99.

Back in May, Edwards said he expected prices of e-readers to keep falling. "The lion's share of the e-reader business will be under the $200 price point going into the fourth quarter," he said on a call with analysts.

Borders has been trying to play catch up in the digital shift. It only started shipping its e-reader devices on June 17, and just launched an e-bookstore this summer.

--Reported by Jeanine Poggi in New York.



>To contact the writer of this article, click here: Jeanine Poggi.

>To follow the writer on Twitter, go to http://twitter.com/jpoggi.

>To submit a news tip, send an email to: tips@thestreet.com.

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