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E-Reader Price Drops To $150

Bloomberg, Monday, March 1, 2010 10:33 PM

Freescale Semiconductor, whose products power about 90% of electronic book readers, said a new chip will help drive down the price of the devices to less than $150 this year. The company will begin offering samples of a new processor soon. Amazon.com Inc. and Sony Corp., both Freescale customers, dominate the market for electronic tablets, which the companies predict will eventually replace paper books.

Sales in 2010 are expected to double from last year's 4 million units. Amazon's Kindle readers carry retail prices of $259 and $489, while Sony's three models range from $199.99 to $399.99. Apple's iPad, which partly functions as an e-reader, will retail for $499 to $699. It runs on an Apple-designed chip rather than Freescale semiconductors.

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publishing, technology

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