To Kindle, Sony Reader and Nook, we can now add the name nReader, after Taiwanese firm BenQ revealed its own e-book reader this week.
The nReader will go on sale in Taiwan and China next month for the equivalent of around £170 and will be based around a six-inch touchscreen.
Like the market-leading Kindle, the nReader will allow users to download books wirelessly using either a 3G connection or a Wi-Fi network.
Online store too
BenQ says the device's 2GB of flash memory will be enough for 4,000 books and that it can be expanded using a microSD card.
Most significantly, perhaps, the multilingual (English, Chinese and Japanese) e-book will launch with a new online store offering the usual mix of books, magazines and newspapers.