Sony is eager to promote its reader against Amazon's Kindle. 
                                     
Sony knows that its major selling points are (1) an open platform (unlike Kindle that is locked like Apple's platforms) and (2) Content for which Amazon has an edge at the moment (huge catalog).

The Japanese giant has just struck deals with major press partners (in particular Pearson) in order to offer access to newspapers like The Wall Street Journal, the Financial Times, the New York Times, etc. on its readers. Sony has apparently been a less predatory/more cooperative partner than iAmazon, being more willing to offer its content partners a large share of the revenues [...]

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