Compared to the competition, the Kobo eReader has few bells and no whistles. But it addresses the issue of consumers spending hundreds of dollars on books in a year. Why should I have to spend the equivalent on a device to read them? This will be the key selling point when Indigo launches its first eReader in May.

There is simplicity and then there are the basics. The Kobo eReader offers the basics on a budget. It isn't easier to use than other eBook Readers; it just has fewer features for a lesser price. For $150, the unit delivers the same 6" Electronic Ink display used by Amazon and Sony, but the device can only play back books, magazines, and newspapers in ePub or PDF format. No photos, no music, no audiobooks, and no other file types. It's lighter than most competing models, and certainly smaller in size than the Kindle. There's no headphone jack or speaker (there's no reason for either), nor will you find built-in WiFi like is offered with some of the latest advanced models.

The Look

It's white with rounded corners, now a familiar look to eBook Readers. But the Kobo manages to stand out thanks to two splashes of colour: a light blue injection-molded D-pad on the lower-right corner for navigation (the screen isn't touch sensitive), and a hidden LED power light that transitions among a purplish-pink when powered on, blue when processing data, and flashing red when low on power.

Competing devices come with a protective faux leather cover for comfort. To keep the cost down, the Kobo incorporates a quilted, grey rubber padding as its back instead. This, combined with the white finish and the blue D-pad, remind me of a baby gadget or a digital thermometer; not the best association.