New Sony Style Store Opens Its Doors With Preview of Sony Reader Digital Book


Sony Electronics is opening a new Sony Style store, located at The Americana at Brand in Glendale, Calif., and offering a first look at the new Sony Reader Digital Book. The new model, PRS-700, incorporates an interactive touch screen display for the most intuitive digital reading to date.

"The new Reader Digital Book allows consumers to carry the reading material they want in a convenient format that fits into their on-the-go lives," said Steve Haber, president of Sony's Digital Reading Business Division.

The Sony Style stores will be the first place where consumers can test drive, as well as pre-order, the new Reader beginning next week.

"Giving consumers the opportunity to get a hands-on demonstration of the latest Sony technologies is what the Sony Style stores are all about," said Dennis Syracuse, Sony's senior vice president of retail. "The stores offer shoppers an educational experience where they can become comfortable with our products and really understand how they add value to their lives."

The Sony Style store provides a place to learn about emerging technologies, such as the Reader or Blu-ray disc -- the next generation format for high-definition video. At the stores, shoppers can see demonstrations of products, get comfortable with their functionality, or attend an educational seminar led by an in-store expert.

With a concierge located at the entrance of each store, personal in-home delivery services and custom installation support, Sony Style retail stores are designed to provide shoppers with the highest level of personalized service.

Additionally, Backstage Services are available in-store and are provided by Backstage Service Agents. The service includes new VAIO PC Set-up, PC trade in, software installations, memory upgrades, post-sales PC service and repair facilitation for VAIO PCs and select consumer electronics products. Backstage Agents are a technical resource for customers to get their computer questions answered throughout the entire ownership lifecycle of a new VAIO PC from set- up all the way to trade in for a new PC.

The PRS-700 will be available for purchase at Sony Style stores, and through authorized retailers next month for about $400.

Information about Sony Style stores can be found at

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SOURCE: Sony Electronics

CONTACT: Ana Reyes of Sony Electronics, +1-858-942-2793,; or Price Arnett of Nuffer, Smith, Tucker,
+1-619-296-0605, ext. 234,, for Sony Electronics

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