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Kobo and the Vox tablet are "gunning for Amazon"

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(Read caption) Kobo is calling this generation e-reader – which offers full open access – the Vox after "vox populi," or "voice of the people.

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It looks like Kobo is after some Amazon market share.

The Canadian firm announced Wednesday the Kobo Vox, a low-priced Android tablet ringing in at a Kindle Fire-matching price of $199.99. The updated offering – a touch-screen Android-operated e-reader – and the low price point keeps Kobo in step with Amazon’s Kindle and Barnes & Noble’s Nook. Though the Canadian company occupies a much smaller market share than its competitors, “it will match its rivals and won’t be left behind as it competes to be the third-place e-reader with sights set on growing in stature and sales,” writes The LA Times.

"We're gunning for Amazon," Kobo Chief Executive Michael Serbinis told the LA Times Technology blog in a May interview.

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