According to Sony’s Fujio Noguchi who oversees Sony’s e-book business in the capacity as a deputy president of the Digital Reading Business Division of Sony Electronics Inc., the Japanese consumer electronics giant has no plans to introduce a color e-reader anytime soon simply because the new Reader is doing exceptionally well in terms of sales, especially in Sony’s US online store – SonyStyle. As for the Reader Touch Edition, it is the best selling device among their range of e-readers at $299. Sony won’t venture into a color e-reader until existing E-Ink technologies can be brought forward to the future with color included, ruling out other display formats.
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