Kogan Technologies to release eBook Reader

Kogan Technologies, the Melbourne-based consumer electronics manufacturer founded by entrepreneur Ruslan Kogan, is launching an eBook reader in order to take advantage of the massive hype surrounding the Amazon Kindle and Apple iPad.

The move comes after online retail giant Amazon revealed sales of eBooks have actually outgrown those of hardcover books, although it did not reveal how many Kindle devices it has actually sold altogether.

Kogan spokesperson Vuki Vujasinovic told SmartCompany the demand generated by larger retailers is the main reason the new eReader was manufactured.

“We’ll let the big guys create that demand then we can undercut them on price,” he said. The Kogan eBook Reader will sell for just $189 including shipping, and is available from today.

The gadget features a 6″ 16 level grayscale eInk screen, just under 1cm thickness and comes with over 1,500 free preloaded books. It supports any number of eBook formats, and comes with music and photo playback as well.

“We’re seeing eBook readers dropping in price, but many are still far too expensive for mainstream use. When you have these devices up to and above $500, you’re really asking too much of Australian consumers who want a light, easy and cheap way to read eBooks,” Ruslan Kogan said in a statement.

“Most importantly, it’s open-market technology. This device isn’t tied down to one content provider. Anyone is free to buy this, and download or buy eBooks from almost any online store and view them on our device.”

The device also features a battery life worth 10,000 page turns, a free leather case, one USB port, one SD card slot, five font sizes and support for six languages including English, Italian, French, Russian, Dutch and German.
The Kogan eBook Reader comes as eBooks are just beginning to take off in Australia. With the launch of the Amazon Kindle, the iPad and the Barnes & Noble Nook, the eReader craze is spreading out of the United States.

According to Digitimes Research, eBook Reader shipments worldwide grew to 1.43 million units in the first quarter of 2010. For the entire year, shipments are expected to reach 11.40 million units, up from 3.8 million units in 2009.

Kogan is well-placed to take advantage of this demand, as it has made a name for itself by releasing ultra-cheap versions of popular consumer electronics using parts sourced from major manufacturers. Its most popular attention-grabbing gadgets include a tablet computer, netbook, and a red LCD television dubbed the “Julia 32” in honour of Prime Minister Julia Gillard.

The company also attempted to bring out an Android-based smartphone last year, although that plan never quite got off the ground due to technical issues. At the time, Kogan said the technical specifications wouldn’t allow the phone to perform at its best.