IREX Technologies

IREX Technologies

September 23, 2009 12:00 ET

IREX Launch Pioneering 'Reader Focussed' Business Model as DR800SG Gives Consumers and Publishers Their e-reading Freedom

EINDHOVEN, NETHERLANDS--(Marketwire - Sept. 23, 2009) - IREX Technologies ( today unveiled a breakthrough in the e-reading market. A pioneering business model with the consumer at its heart will see the new IREX DR800SG finally offer consumers and publishers their e-reading freedom. Consumers may wirelessly purchase newspapers, magazines and books from a wide range of sources, and read them not just on the IREX, but on a range of devices. The sleek 8.1 inch reader with 3G technology will be available in Best Buy stores across the US from October 2009 and comes with the Barnes and Noble ebookstore of over 750,000 titles, but offers the opportunity for virtually any publisher or retailer to be included. The DR800SG model which in the US features heavyweight partners Best Buy, Barnes and Noble, Verizon Wireless and Qualcomm is set to be replicated with partners in the UK and Europe. The planned launch during 2010 follows the recent establishment of an IREX UK office and the recruitment of former Plastic Logic executive David Edgar as UK Director to bring the model across the Atlantic to the UK.

"We know that consumers are ready for e-readers but the current business models are not addressing their concerns, "said Willem Endhoven, VP Marketing and Business Development for IREX. "IREX were pioneers in the development of the technology which is now powering the digital reading market and now we are also pioneering a business model which addresses the real needs of readers and making a partnership based on open format and content which publishers, retailers and consumers can be a part of."

Although currently one of the lesser known e-reader manufacturers, IREX have been at the forefront of the industry since they grew out of electronics giant Philips and already retail the world's only 'writeable' device for A4 documents, the IREX DR1000. Their strong business to business partnerships see them working with individual companies across the world to tailor the device to their specific requirements in sectors including publishing, healthcare, engineering and the Law. The company is also involved in projects in the education market across Europe.

"IREX already have a range of e-readers available in Europe but they are aimed at the professional user. The launch of the DR800SG in the US and our partnership with such major brands as Best Buy, Barnes and Noble and Verizon Wireless demonstrate what we are capable of facilitating in the consumer market and we are in advanced discussions with retailers, publishers, and telcos ahead of a planned European introduction of the DR800SG during 2010." Endhoven confirmed.

With several new products rumoured to be launching in the UK and Europe within the year the market is becoming increasingly competitive. However IREX firmly believes that the design, quality and technology of the DR800SG measures up and the opportunity to have content which is not locked to a specific device will soon transform IREX into an instantly recognisable brand name.

"The DR800SG is the most advanced e-reader technology available but IREX is a less recognizable brand," said Endhoven. "However, when consumers realise the freedom inherent in the IREX model they'll begin to see us as the open system alternative to the more restrictive approach of other companies. We have put the consumer firmly at the heart of our business model and that is what will make the difference."

For key US DR800SG product specifications visit The IREX DR800SG with a leather cover will be available in October at all Best Buy locations in the US. The device has an MSRP of $399.99.

Note to Editors:

About IREX Technologies:

iRex Technologies BV have been instrumental in pushing the frontiers of digital reading since 2001 when their team developed the electronic paper display for the Sony Librie the first commercially available e-reader launched in 2004. Following the formation of iRex Technologies in 2005 as a spin-off company from Royal Philips Electronics their focus on open innovation and co-operation has seen them become the world's leading provider of solutions for reading written digital content with the ease and comfort of print on paper and taking advantage of the interactivity, flexibility and up-dating functionality provided by digital information. IREX serves the B2B market as well as the consumer market and works closely with companies and publishers to enable them to offer their content (newspapers, books, documents) digitally to clients, subscribers and employees.

Contact Information

  • Media Relations Europe
    IREX Technologies
    Stark Moore Macmillan PR
    +44 (0) 20 7 127 4262
    Media Relations North America
    IREX Technologies
    Text 100 Public Relations
    +1 (0) 212 871 4079