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There can be little doubt that eBook and eReaders are having a breakout year. Today, Forrester Research moved its original projection of 2 million US eReader sales in 2009 up 50%. Forrester now expects that 3 million eReaders will be sold in 2009 and that 30% of these will sell during the holiday season. Forrester analyst Sarah Rotman Epps argues that sales are growing much faster than expected because of falling prices, better retail distribution, and the media buzz that currently surrounds eBooks and eReaders. For 2010, Forrester projects eReader sales of up to 10 million.

When Barnes & Noble launched its eBook store, it immediately attracted a lot of potential customers. According to Compete's Dillon McGovern, more than four times as many people visited the eBook section on B&N's website than the Amazon Kindle store during the first week after the launch in July. After just about a month, though, these numbers returned to normality and today Amazon once again leads the pack by a very wide margin. While B&N was able to attract a lot of interest in its new eBook offerings, it was clearly hurt by the fact that it didn't offer users a hardware eReader yet.

IRex officially launched its new eReader today. As we reported last month, the iRex DR800SG will feature an 8.1-inch touchscreen with stylus navigation, and have wireless connectivity over Verizon's network. The device, which will retail for $399, will be closely linked to Barnes & Nobles' eBook store and users will be able to buy books from there over the wireless connection. Best Buy will carry these devices in its stores and will set aside space in its stores to showcase eReaders from iRex, Sony, and other eReader manufacturers.

EBooks and eReaders are a hot topic right now, especially with the new line-up of Kindle competitors scheduled to arrive before the holiday season. However, according to a new report by Forrester Research's Sarah Rotman Epps, most people aren't willing to pay a lot for these devices. Forrester asked consumers at what price they would consider an eReader expensive but still buy it. The answer was generally somewhere between $50 and $99.

Hardly a day went by this week without a major new announcement in the eBook and eReader arena. The wireless eReaders from Sony and the Irex/Barnes & Noble partnership were probably some of the most interesting announcements. In addition, Google also opened up its EPUB archive, which will give readers easy access to over 1 million free public-domain books for their eReaders. The only company that didn't have anything to announce this week was Amazon, which is now in danger of losing its early lead to Sony and Barnes & Noble.

Sony today announced that it will sell a wireless eReader device for $399 by Christmas. The Reader Daily Edition will be powered by AT&T's 3G network. That in itself is interesting news, especially given that Barnes & Noble announced a similar device in partnership with Irex yesterday. What's gotten somewhat lost in all the excitement about the hardware, however, is that Sony has also partnered with a number of independent booksellers in the US. These include over 200 members of the American Booksellers Association, as well as BooksOnBoard, Net Galley, and Portland, OR-based Powell's Books, the world's largest independent bookseller. In addition, Sony also plans to make it easier for users to check out eBooks from their local libraries.

All the major eBook vendors are currently trying to expand their eBook and eReader line-ups as fast as possible in order to compete with Amazon. Today, Barnes & Noble announced that it has partnered with Irex Technologies, a Dutch eReader manufacturer. B&N will sell Irex's new consumer-focused device in its stores and online later this year. B&N already signed a deal with Plastic Logic earlier this year. Irex already offers a number of different eReaders in its store, but this device looks to be specifically designed to take on the Kindle. It will feature an 8.1-inch touchscreen with stylus navigation and a 3G wireless connection.

According to a new report by Forrester Research's Sarah Rotman Epps, eBooks and eReaders are slowly but surely becoming mainstream. However, while Amazon is the current market leader among early adopters of this technology, Rotman Epps predicts that later adopters will not feel the same loyalty towards Amazon. This, according to the report, will open up a lot of opportunities for other players in the market, including Sony and large mass-market retailers like Walmart.

When it comes to eReaders, Amazon's Kindle is obviously the largest player in the U.S., with Sony's eReader being a distant second. A few days ago, though, we got a chance to talk to Hans Brons, the CEO of iRex. IRex is a company worth watching closely, as it is a spin-off from the e-ink research group at Philips that developed the screen technology that is being used by most current generation eBook readers. Philips decided that it didn't want to pursue this line of research in 2005 and decided to license the technology to other vendors.