Amazon is introducing a cheaper version of Kindle readers, in order to keep its lead. Apple's IPad has become a major competitor. One of the new versions is $189, with a 6 inch screen. It has a new navigational system that replaces the joystick and has a contrast display control.  The $139 version WiFi only, with 3G cellular service could be the one to help Amazon maintain their lead. They are 15% lighter and 21% smaller with a 20% faster page turner. The battery lasts 4 weeks and holds 3,500 books. It is $10 less than the Nook e-reader that Barnes and Nobles announced. At about 8.7 ounces, the Kindel is half the weight of IPad. James McQuivey, an analyst at a research company, predicted that 29.4 million people will own e-readers in 2015, up from 3.7 million at the end of 2009. Amazon starting taking orders, and will begin shipping on August, 27. E- Reader Pricing is below:

Amazon's full version Kindle 3 - $189

Amazon's WiFi only Kindle 3 - $139

Apple's IPad - starts at $499

Barnes & Nobles regular Nook - $199

Barnes & Nobles WiFi only Nook - $149

Sony Rader Daily Edition -  $250

Sony Reader Pocket Edition - $150