[private]Few days ago Amazon unveiled the new generation of kindle e-readers, which cost $139 and promise for a better performance. Because of price people would expecting from competitors to reduce their prices.

But Sony is not going to reduce its price, because of its successful formula od functionality, design, and valuable. And also Sony does not seem to be reducing price soon.

Phil Lubell, Sony Electronics’ vice president of digital reading, said that, “Pricing is one consideration in the dedicated reading device marketplace, but Sony won’t sacrifice the quality and design we’re bringing book lovers to lay claim to the cheapest e-Reader.

Our global customers expect to get the best digital book reading experience and we’re concentrated on delivering that by investing in Sony’s award – winning design and original digital reading enhancements, such as eBook library borrowing and the only full touch-screen on the market,” He added.

When Barnes and Noble reduced the cost of Nook, the broadband versions to $199, from that to till the time price war on e-book reader is running over the market. It also launched a device with just Wi-Fi and cost is $149.

However Sony’s products are bit more expensive than others.  The Daily Edition which cost $250 with a 7 inch touch screen, whereas less wide Touch Edition and even smaller Pocket Edition are priced at $170 and $150.

A Sony spokesperson told that the company has “nothing to announce at this time regarding a price move.”[/private]