In a world where even Amazon is turning focus away from black-and-white ereaders, Sony has decided to step back into the market.
There will soon be a dedicated e-reading device for Google's nascent digital books platform, and it'll be available at Target stores nationwide.
When Borders launched its Kobo e-reader earlier this year, it was kind of late to the party and also lacked many features of its competitors. Now it's taking a new step to be relevant in the Kindle/Nook battle.
After everyone assumed that Sony just didn't care about its Reader devices, it has finally cut prices of all three models to respond to its new competitors and increased pricing pressure.