1. Bundle with classic content which has had its copyright expired, and is now in the public domain. I.e. The complete works of Shakespeare, Charles Dickens, Aesop's Fables etc.
2. Bundle with credit to the same value of the cost of the eReader, and make this redeemable against content/catalogue.
3. Give away content for free, which is advertising supported. The classic media model.
4. Give away the eReader for free as part of a set price monthly contract. The monthly fee is used to purchase catalogue each month.
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