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San Diego-based Qualcomm Inc., the world’s largest chip maker has, in partnership with the largest bookseller in Korea, Kyobo Book Centre, rolled out its first e-reader.

“I think everyone knows Korea has a very special place in the history of the company, so we’re here to launch a new product, a new technology and in conjunction with Kyobo, a new vision on how children will be educated and interact with books,” Qualcomm’s chairman and chief executive Paul Jacobs told the Korea Herald.

The device is the first to use the company’s Mirasol screen technology, which allows images to be displayed in color without the use of a backlight, thus improving battery life. Qualcomm says the device will be able to run for weeks at a time without requiring a charge, given average usage of a half hour each day.

The device, Qualcomm’s initial foray into the digital reader market, is the first in a line of similar devices the company hopes to develop using its new technology and roll out in other countries, using a partnership similar to that formed with Kyobo.

Featuring a 5.7 inch screen, the reader will retail for 349,000 won (about $310), and will have access to about 93,000 titles immediately, a number expected to grow to 100,000 by year end.

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